Dr. Ela Veresiu

Assistant Professor of Marketing, Schulich School of Business, York University

Ela Veresiu

Welcome! I am an Assistant Professor of Marketing at York University's Schulich School of Business. My research, which focuses on understanding the political dynamics of markets and consumption, has been funded by the Schulich School of Business and the European Research Council, published in the Journal of Consumer Research and Marketing Theory, and featured by, among others, Fast Company, Pacific Standard, The Globe and Mail, and The Huffington Post.


Latest           PublicationS

Veresiu, Ela and Markus Giesler (2018), "Beyond Acculturation: Multiculturalism and the Institutional Shaping of an Ethnic Consumer Subject," Journal of Consumer Research, forthcoming. *Based on Dissertation

Veresiu, Ela and Markus Giesler (2018), “Neoliberalism and Consumption,” in Consumer Culture Theory, eds. Eric J. Arnould and Craig J. Thompson, Thousand Oaks, CA: Sage Publishing, forthcoming.

Castilhos, Rodrigo B., Pierre-Yann Dolbec and Ela Veresiu (2017), "Introducing a Spatial Perspective to Analyze Market Dynamics," Marketing Theory, 17 (1), 9-29. *Lead Article

Giesler, Markus and Ela Veresiu (2015), "Going Legit: Marketing as Social Designer," AMA Journal Reader.  

Giesler, Markus and Ela Veresiu (2014), "Creating the Responsible Consumer: Moralistic Governance Regimes and Consumer Subjectivity," Journal of Consumer Research, 41 (October), 840-857. Learn more...


Research Program

My research program examines the political dynamics of markets and consumption systems. Specifically, my research uncovers how people are turned into consumers in a variety of multi-billion dollar markets, including multicultural, bottom-of-the-pyramid, eco-friendly, health-conscious, financially-literate, and tech global markets.


Refereed Proceedings

Veresiu, Ela and Markus Giesler (2016), “Market-Mediated Multiculturation: The Institutional Shaping of the Ethnic Consumer Subject,” in NA-Advances in Consumer Research, Vol.44, ed. Page Moreau and Stefano Puntoni, Duluth, MN: Association for Consumer Research, forthcoming.

Brunk, Katja H., Benjamin J. Hartmann, and Ela Veresiu (2016), “The Politicization of Markets: Exploring the Interplay Between Politics and Markets,” in NA-Advances in Consumer Research, Vol.44, ed. Page Moreau and Stefano Puntoni, Duluth, MN: Association for Consumer Research, forthcoming.

Giesler, Markus, Ela Veresiu, and Ashlee Humphreys (2015), “Designing a Sharing Economy through the Process of Market Empathization," in NA-Advances in Consumer Research, Vol.43, ed. Kristin Diehl and Carolyn Yoon, Duluth, MN: Association for Consumer Research, 152-156. 

Veresiu, Ela, Pierre-Yann Dolbec, and Rodrigo Castilhos (2014), "Conceptualizing the Space of Markets: How Spatiality Influences Market Dynamics," in NA-Advances in Consumer Research, Vol. 42, ed. June Cotte and Stacy Wood, 265-270. 

Brunk, Katja H., Luca M. Visconti and Ela Veresiu (2013), “Expanding the Theoretical Boundaries of Consumer Acculturation: Investigating the Role of Institutional Forces and Nostalgia,” in NA-Advances in Consumer Research, Vol. 41, ed. Simona Botti and Aparna Labroo, 94-99.

Veresiu, Ela and Markus Giesler (2013), “Fiddler on the Street: How Roma Refugees Enact Host Cultural Images of Nostalgic Otherness,” in NA-Advances in Consumer Research, Vol. 41, ed. Simona Botti and Aparna Labroo, 94-99.

Veresiu, Ela (2012), “Myth Market Collaboration: Transforming a Culturally Contaminated Area into a Thriving Tourism Market,” in NA-Advances in Consumer Research, Vol. 40, ed. Zeynep Gürhan-Canli, Cele Otnes, and Rui Zhu, 129-133.

Veresiu, Ela and Markus Giesler (2011), “Ethnic Entrepreneurship: Creating an Identity-Enhancing Assemblage of Public and Private Servicescapes in the Global City,” in NA-Advances in Consumer Research, Vol. 39, ed. Rohini Ahluwalia, Tanya Chartrand, and Rebecca Ratner, Duluth, MN: Association for Consumer Research, 125-126.

Veresiu, Ela, Luca Visconti and Markus Giesler (2011), “Servicescapes: Spaces of Representation and Dispute in Ethnic Consumer Identity Construction,” Special Session Summary, in NA-Advances in Consumer Research, Vol. 39, ed. Rohini Ahluwalia, Tanya Chartrand, and Rebecca Ratner, Duluth, MN: Association for Consumer Research, 125-129.

Veresiu, Ela and Markus Giesler (2011), "Ethnic Entrepreneurs: The Identity-Enhancing Tactics of Global City Consumption," in NA-Advances in Consumer Research, Vol. 38, ed. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN: Association for Consumer Research, 69-71.

Veresiu, Ela and Markus Giesler (2011), “Consuming the City: How Global Structures Facilitate Resistance to Ethnic Co-optation,” in E-Advances in Consumer Research, Vol. 9, ed. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN: Association for Consumer Research, 48-49.


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