Schulich logo The word Schulich Schulich Wordmark The word Schulich with the words Leading Change Schulich Logo The Schulich logo Schulich 50th Logo The number 50 Search An icon depicting a magnifying glass Envelope An icon depicting an envelope Phone An icon depicting a phone Fax An icon depicting a fax machine Map Pin An icon depicting a map pin People An icon depicting two people Graduation Cap An icon depicting a graduation cap Menu An icon depicting three lines Close An icon depicting an X Arrow Up An icon depicting an upward facing arrow Arrow Right An icon depicting a right facing arrow Arrow Down An icon depicting a downward facing arrow Arrow Left An icon depicting a left facing arrow Plus An icon depicting a plus sign Minus An icon depicting a minus sign Chart An icon depicting a chart Book An icon depicting a book Envelope An icon depicting a stamped envelope Dollar Sign An icon depicting a dollar sign Briefcase An icon depicting a briefcase Page An icon depicting a single page Share An icon depicting three connected dots Alert An icon depicting a triangle with an exclamation point Calendar An icon depicting a blank calendar Event An icon depicting a blank calendar Add Event An icon depicting a calendar with a plus sign on it Event Details An icon depicting a calendar with a question mark on it Print An icon depicting a printer Comment An icon depicting a speech bubble Feed The RSS icon Details An icon depicting a page with three lines of text Facebook An icon depicting the Facebook logo Twitter An icon depicting the Twitter logo YouTube An icon depicting the YouTube logo LinkedIn An icon depicting the LinkedIn logo Instagram An icon depicting the Instagram logo Long Arrow Left An icon depicting an arrow pointing left Long Arrow Down An icon depicting an arrow pointing down Flexible Study Options An icon depicting a branching line Awards An icon depicting a ribbon Advisory Board An icon depicting a round table Graduate Diploma An icon depicting a graduation cap Professional Designations An icon depicting a certificate Academics An icon depicting an academic building Schulich Logo The Schulich logo Academics An icon depicting an academic building Globe An icon depicting the globe with an arrow circling it Globe An icon depicting the globe with an arrow circling it Award Ribbon An icon depicting a ribbon Teacher An icon depicting a teacher pointing at a blackboard Double Location An icon depicting two location pins Wireframe Globe An icon depicting a wireframe globe Airplane An icon depicting an airplane Play Icon in the shape of a play button as found on videos Full-time Icon representing a full-time program Part-time Icon representing a part-time program Full-time Accelerated Icon representing a full-time accelerated program Part-time Accelerated Icon representing a part-time accelerated program Program Details Icon representing program details Program Tuition Icon representing tuition and fees Career Opportunities Icon representing program details Accreditations Icon representing program accreditations Program Options Icon representing program options Requirements Icon representing program requirements Courses and Electives Icon representing program courses Faculty Icon representing program faculty Clubs Icon representing program clubs Courthouse Icon representing a courthouse Oil Icon representing an oil droplet Retail Icon representing a shopping bag Food Icon representing a fork and knife Construction Icon representing a hammer and wrench Person A silhouette of a person Person An outline of a person Folder An outline of a folder Pie chart An outline of a pie chart Graph An outline of a bar graph Save An arrow pointing into a box Play An outline of a play arrow Key An outline of a key Ticket An outline of a ticket Books Two books Computer A laptop computer Globe An outline of a globe Plane An outline of a plane Accelerated Program An outline of a fast-forward button Part-time Program An arrow arcing around a clock Viewbook An outline of an open book Medal A medal with a star Professor A lecturing professor Suit A person wearing a suit Laptop Laptop computer (by FlatIcon) Locked Closed Access Unlocked Open Access Google Scholar Google Scholar icon Calendar An icon depicting a blank calendar India An icon depicting a Indian landmark Report An icon depicting a briefcase Skip to content

Ela Veresiu

  • Future Students
  • Current Students
    Undergraduate Students ›Graduate Students ›
     › › › ›
  • Alumni
    • Mentorship & Volunteering ›

      Alumni Benefits ›

      Success Stories ›

      Common Questions ›

      Contact Alumni Relations ›

    • Alumni Events ›

      Global Alumni Chapters ›

      Alumni Services for Students ›

      Alumni Recognition Awards ›

    Overview ›Alumni Career Portal ›Online Community ›
     › › › ›
  • Donors
    • Ways to Support ›

      The Impact of Giving ›

      Sponsorship Opportunities ›

      Leaving a Legacy to Schulich ›

      Contact Development Office ›

    • Schulich Priorities ›

      The Schulich Annual Fund ›

      The Dean’s Society ›

      Tribute Giving ›

    Overview ›Donate Now ›
     › › › ›
  • Recruiters
  • Media
MySchulich
Schulich School of Business
  • Future Students
  • Current Students
    Undergraduate Students ›Graduate Students ›
     › › › ›
  • Alumni
    • Mentorship & Volunteering ›

      Alumni Benefits ›

      Success Stories ›

      Common Questions ›

      Contact Alumni Relations ›

    • Alumni Events ›

      Global Alumni Chapters ›

      Alumni Services for Students ›

      Alumni Recognition Awards ›

    Overview ›Alumni Career Portal ›Online Community ›
     › › › ›
  • Donors
    • Ways to Support ›

      The Impact of Giving ›

      Sponsorship Opportunities ›

      Leaving a Legacy to Schulich ›

      Contact Development Office ›

    • Schulich Priorities ›

      The Schulich Annual Fund ›

      The Dean’s Society ›

      Tribute Giving ›

    Overview ›Donate Now ›
     › › › ›
  • Recruiters
  • Media
  • Programs
    & Courses
    • Program Finder ›
    • 5-Minute Suitability Questionnaire ›
    • Undergraduate

      BBA ›
      iBBA ›

      Master of Business Administration

      MBA ›
      MBA in India ›
      MBA / Juris Doctor ›
      MBA / MFA / MA ›
      Kellogg-Schulich Executive MBA ›

    • Specialized Masters Programs

      Accounting ›
      Artificial Intelligence ›
      Business Analytics ›
      Finance ›
      Health Industry Administration ›
      Management ›
      Marketing ›
      Real Estate & Infrastructure ›
      Supply Chain Management ›

    • Exchange

      Incoming Exchange and Programs ›

      Graduate Diplomas

      Post-MBA Diploma in Advanced Management ›
      Intermediate Accounting ›

      Doctor of Philosophy

      PhD in Administration ›

     › › › ›
  • Admissions
    • Undergraduate

      Apply Now ›
      Admissions FAQs ›
      Connect With Us ›
      Meet the Team ›

    • Graduate

      Apply Now ›

      Tuition Fees & Costs ›

      Application Tips ›

      Connect with Us ›

      Admission Events ›

      Meet the Team ›

    Admissions Requirements ›
     › › › ›
  • Faculty
    & Research
  • Student Life
    & Services
    • Case Competition Program ›
      Centre for Career Design ›
      Event Calendar ›
      Financial Aid ›

    • International Relations ›
      Libraries ›
      Services for Students ›
      Student Life at Schulich ›

     › › › ›
  • About
    • Our Dean ›

      Rankings ›

      Equity, Diversity, and Inclusion ›

      Case Competition Program ›

      Schulich Startups ›

      Year-End Report ›

      News & Events ›

      Contact Directory ›

    • Our Heritage ›

      Recruit at Schulich ›

      Work at Schulich ›

      Hospitality & Hotel Services ›

    Learn more about Schulich ›
     › › › ›
  • Executive
    MBA
    • Program Information

      Overview ›

      Program Details ›

      Schedule & Courses ›

    • Admission Requirements ›

      Tuition Fees ›

    Are you EMBA ready? ›Request a pre-assessment ›

     

    Contact us at 416-736-5486 or emba@schulich.yorku.ca​

     › › › ›
  • Executive
    Education
  • MySchulich

Faculty & Research

Ela Veresiu

Ela Veresiu

Associate Professor of Marketing

everesiu@schulich.yorku.ca

416-736-2100 x33357

Office: SSB N316

Personal Website

  • Area of Expertise

    • Marketing ›

    Research Interests

    • Consumer Culture Theory
    • Diversity
    • Inclusion
    • Market System Dynamics
    Download CV

    @DrVeresiu

    • Please consider attending a free webinar on #racism in the #marketplace where I will also be presenting my research… twitter.com/i/web/status/1…

      4 weeks ago
    • Find out what being a @YorkUniversity @SchulichSchool educator means to me. Thank you for the feature… twitter.com/i/web/status/1…

      1 month ago
    • Nice feature by @ericavella in last night’s @globalnewsto on gift giving & pre-loved presents. @YorkUniversity… twitter.com/i/web/status/1…

      1 month ago
    • RT @aconsres: 2023 is right around the corner, and we have a special gift for the new year: a *free* JACR webinar! Hosts Samantha Cross & S…

      1 month ago
    • What a lovely year-end surprise!! Thank you @MarketingNewsC2! Congratulations to all! @SchulichNews… twitter.com/i/web/status/1…

      2 months ago
    • Thank you for the feature @YorkUniversity's #YFile: @SchulichSchool research shows how to change racialized brands… twitter.com/i/web/status/1…

      2 months ago
    • RT @YorkUniversity: Happy Anniversary YFile! York U’s source for faculty and staff news and one of North America’s longest-running universi…

      2 months ago
    • Merci beaucoup pour l'opportunité de présenter nos recherches @iaeparis avec @HEC_Montreal's Marie-Agnès Parmentie… twitter.com/i/web/status/1…

      2 months ago
    • Wrapping-up our @SchulichSchool @YUResearch #SchulichMarketing #SeminarSeries2022 with a fantastic talk on… twitter.com/i/web/status/1…

      3 months ago
    • Great hybrid talk today on #fees and the #pain of #choice from @Columbia_Biz's Vicki Morwitz @SchulichSchool… twitter.com/i/web/status/1…

      3 months ago
    • #hotoffthepress @SchulichSchool @YUResearch @YorkUnews @YorkUniversity! Stoked that my study on how to end… twitter.com/i/web/status/1…

      4 months ago
    • @aimeehuff @OregonState @OSU_COB Thank you for an amazing hybrid conference experience!! Everything worked so smoothly!!!

      7 months ago
    • That’s a wrap on the #CCT2022 conference! Thank you to @ProfHumphreys, Eileen Fischer, and all participants for you… twitter.com/i/web/status/1…

      7 months ago
    • Apologies for the typos: grateful for all the questions we received* here*

      7 months ago
    • Equally fab 2nd day at the #CCT2022 conference! Very proud of @FSUBiz @RawMagicRachel's presentation on #selfcare… twitter.com/i/web/status/1…

      7 months ago
    View More Tweets
  • Professor Veresiu’s research focuses on understanding and promoting consumer diversity and market inclusion at the interplay of identity, technology, branding, and institutions.

    Honours

    2022 Top 10 PR, Marketing and Communications Professors in Canada, Marketing News Canada

    2022 30 Over 30 Marketing Professors in Canada, Marketing News Canada

    2020 York University Research Leader Award

    2019 The Ferber Award Honourable Mention

    2019 The Sidney J. Levy Award

    2017 York University Research Leader Award

    2016 30 Under 30 Marketing Leader Winner, Marketing Magazine

    2015 Weber Shandwick Schulich Marketers Rising Star Award

    Recent Publications

    Veresiu, Ela (2022), "Delegitimizing Racialized Brands", Journal of the Association for Consumer Research: Racism and Discrimination in the Marketplace.

    Keywords
    • "Gypsy"
    • Delegitimization
    • Media Data
    • Racialized brands

    View Paper

    Robinson, Thomas Derek, Ela Veresiu, and Ana Babic Rosario (2021), "Consumer Timework", Journal of Consumer Research.

    Keywords
    • Consumer Timework
    • Temporality
    • Time
    • Time Orientations

    View Paper

    Abstract

    This article unpacks time as a cultural consumption resource and introduces the concept of consumer timework. Consumer timework refers to marketplace stakeholders’ negotiation of competing interpretations of how the past and the future relate using a wide range of consumption objects and activities. Building on the theory of temporalization, we argue that social tensions, conflicts, and breaks drive the past and the future apart in multiple incompatible ways that individuals and societies must contend. We theorize four fundamental dynamics of consumer timework in which market stakeholders engage: integrative, disintegrative, subjugatory, and emancipatory. Integrative and disintegrative consumer timework respectively harmonize and rupture the multiple temporal orientations (past, present, and future) to create shared communities or counter-communities of time through consumption. Subjugatory and emancipatory consumer timework respectively enforce and disrupt temporal hierarchies of power through consumption. We delineate these temporal dynamics using examples from extant consumer research. We conclude by establishing a future research agenda on consumer timework.

    Robinson, Thomas Derek and Ela Veresiu (2021), "Advertising in a Context Harm Crisis", Journal of Advertising Special Issue: Advertising and COVID-19, 50 (3), 221-229.

    Open Access Download

    Abstract

    Context harm crises concern the challenges of advertising morally sound products in a context that is failing, as during COVID-19. Following Koselleck, we argue that crises interrupt the trajectory of existing social processes, thereby preventing consumers’ expected future outcomes. We propose a three-step future framing advertising strategy in response: (1) mourning a future that was lost to facilitate emotional adaptation; (2) reconstructing a new future to facilitate rational action under conditions of ambivalence; and (3) establishing mythologies for future-oriented identity work to facilitate the existential demands of crises. We then discuss health messaging from the perspective of future framing.

    Veresiu, Ela and Marie-Agnès Parmentier (2021), "Advanced Style Influencers: Confronting Gendered Ageism in Fashion and Beauty Markets", Journal of the Association for Consumer Research: Genders, Markets, and Consumers, 6 (2), 263-273.

    View Paper

    Abstract

    A growing body of consumer research on intersectionality in the marketplace focuses on identifying overlapping oppressive consumer identity categories, such as gender and race. Yet this work tends to prioritize microlevel agency over power relations within structures and practices of domination. Drawing on the more transformative aspects of intersectionality theory, as well as a focused media and netnographic investigation of the Advanced Style movement in North America, we examine how advanced (aged 50+) female style influencers help transform the ageist and sexist fashion and beauty markets. Specifically, these women enact two forms of embodied resistance informed by the Western dominant discourse of successful aging (deconstructing gendered and ageist fashion and defying gendered and ageist beauty) using the social media platform Instagram. We conclude with future research directions on the transformative potential of embodied resistance for various doubly oppressive gendered and ageist marketplaces.

    Veresiu, E. (2020), "The Consumer Acculturative Effect of State-subsidized Spaces: Spatial Segregation, Cultural Integration, and Consumer Contestation", Consumption, Markets and Culture, 23(4), 342-360.

    Keywords
    • Gypsies
    • Poor Immigrant Consumers
    • Racialized Gated Community
    • Roma
    • Spatial Governmentality

    Open Access Download

    Abstract

    Although extant consumer acculturation research has investigated the acculturative effect of various ideological and institutional contexts, it has devoted minimal attention to how spatial structural conditions, in particular state-subsidized spaces, affect the consumer acculturation experiences of poor immigrants. This study builds on spatial governmentality theory to investigate the creation and consumption of a racialized gated community in Italy. Specifically, it reveals three state-sponsored spatial governmentality strategies (race-restrictive zoning, domestic space standardizing, and technological self-surveilling) used to transform perceived norm-breaking Roma immigrants (derogatorily referred to as “Gypsies”) into acculturating consumers to regional sedentary norms, as well as the accompanying Roma consumer resistance responses (community-protective insulating, domestic space rearranging, and behavioral boundary testing) used to partly contest the imposed consumer acculturation and preserve some of the minority’s nomadic culture. The article concludes with implications for research on consumer acculturation, consumer resistance, and spatial governmentality.

    Veresiu, E. and Giesler, M. (2018), "Beyond Acculturation: Multiculturalism and the Institutional Shaping of an Ethnic Consumer Subject", Journal of Consumer Research, 45(3), 553-570.

    Keywords
    • Acculturation
    • Ethnic Consumer
    • Multiculturalism
    • Neocolonialism
    • Neoliberalism

    View Paper

    Abstract

    Prior consumer research has investigated the consumer behavior, identity work, and sources of ethnic group conflict among various immigrants and indigenes. However, by continuing to focus on consumers’ lived experiences, researchers lack theoretical clarity on the institutional shaping of these individuals as ethnic consumers, which has important implications for sustaining neocolonial power imbalances between colonized (immigrant-sending) and colonizing (immigrant-receiving) cultures. We bring sociological theories of neoliberal governmentality and multiculturalism to bear on an in-depth analysis of the contemporary Canadian marketplace to reveal our concept of market-mediated multiculturation, which we define as an institutional mechanism for attenuating ethnic group conflicts through which immigrant-receiving cultures fetishize strangers and their strangeness in their commodification of differences, and the existence of inequalities between ethnicities is occluded. Specifically, our findings unpack four interrelated consumer socialization strategies (envisioning, exemplifying, equipping, and embodying) through which institutional actors across different fields (politics, market research, retail, and consumption) shape an ethnic consumer subject. We conclude with a critical discussion of extant scholarship on consumer acculturation as being complicit in sustaining entrenched colonialist biases.

    Castilhos, R., Dolbec, P. and Veresiu, E. (2017), "Introducing a Spatial Perspective to Analyze Marketing Dynamics", Marketing Theory, 17(1), 9-29.

    Keywords
    • Consumer Culture Theory
    • Market Systems
    • Network
    • Place
    • Scale
    • Space
    • Territory

    Open Access Download

    Abstract

    Grounded in work on geography and markets, this article offers a conceptual framework to study the dynamics of markets through a spatial lens. The characteristics of four key spatial dimensions (place, territory, scale, and network) are explained and leveraged to provide distinct analytical vantage points and to conceptualize how various types of spaces matter differently in market dynamics. Findings from a qualitative meta-analysis identify 12 unique mechanisms tied to the four proposed spatial dimensions, which offer alternative theoretical avenues for unpacking market phenomena. These four spatial dimensions are then combined with 12 space-based mechanisms to offer novel research avenues for marketing scholars interested in market system dynamics.

    Giesler, M. and Veresiu, E. (2014), "Creating the Responsible Consumer: Moralistic Governance Regimes and Consumer Subjectivity", Journal of Consumer Research, 41(3), 840-857.

    Open Access Download

    Abstract

    Responsible consumption conventionally stems from an increased awareness of the impact of consumption decisions on the environment, on consumer health, and on society in general. We theorize the influence of moralistic governance regimes on consumer subjectivity to make the opposite case: responsible consumption requires the active creation and management of consumers as moral subjects. Building on the sociology of governmentality, we introduce four processes of consumer responsibilization that, together, comprise the P.A.C.T. routine (personalization, authorization, capabilization, and transformation). After that, we draw on a longitudinal analysis of problem-solving initiatives at the World Economic Forum in Davos, Switzerland, to explore the role of P.A.C.T. in the creation of four, now commonplace, responsible consumer subjects: the bottom-of-the-pyramid consumer, the green consumer, the health-conscious consumer, and the financially literate consumer. Our analysis informs extant macro-level theorizations of market and consumption systems. We also contribute to prior accounts of responsibilization, marketplace mythologies, consumer subjectivity, and transformative consumer research.

    Courses Taught

    Startup Marketing (MMgt ENTR 6610)

    Social Media for Marketing and Management (MBA MKTG 6226; BBA MKTG 4226)

    Marketing Management (MBA MKTG 5200)

    Customer Experience Design (MBA MKTG 6800)

    Grants

    Project Title Role Award Amount Year Awarded Granting Agency
    Project TitleRelationship Substitutes: How (Over) Consuming Digital Influencer Content Impacts Consumer Wellbeing RolePhD Supervisor Award Amount$635.00 Year Awarded2021 Granting AgencyTransformative Consumer Research Grant, The Association for Consumer Research
    Project TitleFemale Empowerment Online RolePrincipal Investigator Award Amount$51,405.00 Year Awarded2019 Granting AgencyThe Social Sciences and Humanities Research Council (SSHRC)
    Project TitleAgeless Influencers RolePrincipal Investigator Award Amount$2,500.00 Year Awarded2019 Granting AgencySchulich School of Business Research Fellowship
    Project TitleConsumer Diversity and Market Inclusion RolePrincipal Investigator Award Amount$90,000.00 Year Awarded2015 Granting AgencySchulich School of Business Dean’s Research Fund

    Research Spotlight

    Ela Veresiu, Schulich Assistant Professor of Marketing, just received the 2019 Honorable Mention for the Journal of Consumer Research Robert Ferber Award. This distinguished award is named in honor of Robert Ferber, one of the founders and second editors of the Journal of Consumer Research. It is awarded annually to the best dissertation-based article(s) published in the most recent volume of the journal.

    Dr. Veresiu’s Honorable Mention award was presented at the annual Association for Consumer Research Conference. It is to highlight the important work she and her colleague, Professor of Marketing Markus Giesler, have published highlighting the unintended negative consequences of a multicultural marketplace. The research paper is entitled, “Beyond Acculturation: Multiculturalism and the Institutional Shaping of an Ethnic Consumer Subject.”

    “I am humbled and overjoyed to receive this honorable mention,” Dr. Veresiu commented. “I would like to thank this year’s three judges, the Journal of Consumer Research Editorial Review Board members who voted, and my co-author Markus Giesler.”  

    “I hope everyone reads this article because the question of how we can better understand and perhaps even alleviate racial inequalities in the marketplace matters greatly,” said Dr. Veresiu. 

    Read full spotlight 
  • Schulich - York University
    • Directions
    • Location Inquiries
    • Contact Directory
    • Event Calendar
    • MySchulich
  • Information for:

    • Future Students
    • Current Students Undergraduate
    • Current Students Graduate
    • Alumni
    • Donors
    • Recruiters
    • Faculty & Staff
    • Media
  • Go to:

    • About
    • Admissions
    • Faculty Listing
    • Student Life at Schulich
    • Services for Students
    • Wellness Suite
    • Privacy
    • Site Map
  • Facebook
  • Twitter
  • YouTube
  • LinkedIn
  • Instagram

© Copyright 2023 The Schulich School of Business, York University.