Georgia Stavraki

Dr Georgia Stavraki

Senior Teaching Fellow in Marketing and Programme Director of the MSc Strategic Marketing
PhD in Consumer Behaviour, Fellow of the UK Higher Education Academy
+44 (0)1483 682111
05 MS 03
Student feedback and consultation hours: Please see the Teaching section

Academic and research departments

Department of Marketing and Retail Management.



Georgia Stavraki holds a PhD in Consumer Behaviour, an MSc in Informatics and Management, and a BSc in Economics from the Aristotle University of Thessaloniki, Greece. Her research focuses on the use of collage visual data as an arts-informed inquiry for understanding consumer behaviour phenomena, consumers' identity projects, and aesthetic experiences.

Research interests

Georgia's research interests lie in the areas of collage methodology in consumer behaviour, consumers' identity projects, and aesthetic experiences.


  • MAN2094 Marketing Communications (UG)
  • MAN3136 Retail Consultancy Project (UG)
  • MANM047 Consumer Behaviour (PG) - Module Leader
  • MAN2110 Consumer Behaviour (UG) - Module Leader
  • MSc dissertation supervisor

Student feedback and consultation hours: 

Semester 2 2020/21: Friday 11.00-13.00

•Please use the zoom link provided for the office hours on your respective module areas on SurreyLearn. If you are a personal tutee of mine you will receive the zoom link via email. In any other case, please email me to provide you with the link.

Departmental duties

Programme Director of the MSc in Strategic Marketing

My qualifications

PhD in Consumer Behaviour
MSc in Informatics and Management
BSc in Economics

My teaching

My publications


Georgia Stavraki, Emmanuella Plakoyiannaki, Jackie Clarke (2018)The appropriation cycle: Novice and expert consumers, In: European Journal of Marketing52(9/10)pp. 1886-1908 Emerald

Purpose – Recognising the value and limitations of current knowledge of the appropriation process in the consumption of aesthetic experiences, this research generates a localized account for novice and expert consumers of the varying role of cultural capital in the appropriation cycles and interpretative responses of an aesthetic experience. Design/methodology/approach –This research employs a single case study design of Miró’s blockbuster exhibition and draws on multiple sources of evidence, notably 50 in-depth visitor interviews, observation and archival records. Findings – An evidence-based framework of the appropriation process for novice and expert consumers of aesthetic experiences is offered. This framework highlights the significance of appropriation pace and of personal versus communal interpretations – amongst other features - in distinguishing distinct versions of the appropriation process in accordance with the varied accumulation of consumer cultural capital. Research limitations/implications – The transferability of the findings to other aesthetic or experience-based consumption contexts such as performing arts or sports is discussed, alongside the relevance of the proposed framework for researchers of aesthetic experiences. Practical implications – The empirical investigation of the understudied connection between visitors’ cultural capital and their museum experiences provides insights into curatorial and marketing practices in terms of broadening, diversifying and engaging museum audiences. Originality/value – The research provides new theoretical insights into the literature of appropriation process and consumption of art experiences by bringing together consumers’ cultural capital with the appropriation process and interpretive responses to an aesthetic experience.

Additional publications