Area of Expertise
- Consumer Culture Theory
- Market System Dynamics
Professor Veresiu’s research focuses on understanding and promoting consumer diversity and market inclusion at the interplay of identity, technology, branding, and institutions.
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
Robinson, T. and Veresiu, E. (2021), "Advertising in a Context Harm Crisis", Journal of Advertising.
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 adaption; 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.
Parmentier, M. and Veresiu, E. (2021), "Advanced Style Influencers: Confronting Gendered Ageism in Fashion and Beauty Markets", Journal of the Association for Consumer Research: Genders, Markets, and Consumers, 23(4).
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.
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.
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.
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.
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 TaughtStartup 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)
Project Title Role Award Amount Year Awarded Granting Agency 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
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.