Dr Georgia Stavraki
About
Biography
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.
Teaching
- 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
•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
My qualifications
Teaching
- MAN2094 Marketing Communications (UG)
- MAN3136 Retail Consultancy Project (UG)
- MANM047 Consumer Behaviour (PG) - Module Leader
- MAN2110 Consumer Behaviour (UG) - Module Leader
- MSc dissertation supervisor
Publications
Purpose This study aims to address research calls to investigate how (visual) consumption experiences carry and convey meanings to individuals. Applying McCracken’s meaning transfer model to a photographic exhibition, the authors expand this model into the realm of aesthetic experiences to explore how the meaning of such an (visual) experience emerges and flows to (novice and expert) consumers. Design/methodology/approach This research uses an interpretive case study of the photographic exhibition “Facing Mirrors” hosted as part of the Biennale of Contemporary Art, and draws on multiple sources of evidence, notably 50 in-depth visitor interviews, observation and archival records. Findings The evidence highlights the moveable nature of meaning within an aesthetic context and illustrates the critical role of semiotics and of the different ritualistic behaviors enacted by novice and expert visitors as a means of unfolding and creating the meaning of such an experience. Research limitations/implications The findings provide implications in terms of (co-)creating authentic, immersive and meaningful (brand) experiences in the fields of visual consumption and customer experience management. Practical implications Practical implications to arts organizations are also provided in terms of curatorial practices that emphasize the material, emotional and dialogic nature of photographs as a visual art form. Originality/value The study provides new insights into (visual) consumption experiences by bringing the meaning transfer model together with a semiotic approach, thus illustrating different performances and sense-making activities through which (expert and novice) visitors (co-)create and appropriate the value of their aesthetic experiences.
This paper addresses research calls to explore the theory and practice of arts-based methods in business and management education to better understand the learning processes and the ways of knowing that these methods generate. By focusing on photo-elicitation as a pedagogical tool, we problematize an insufficient focus of current discourses on its arts-based origins and revisit photo-elicitation from an arts-based perspective. Based on a reflective account emerging from our teaching experience with photo-elicitation as an assessment strategy we provide a conceptualization of photo-elicitation as an (experiential) learning and teaching tool. This conceptualization teases out under-theorized elements (i.e. doing, power, multiple framing of meaning, audience) of the method and surfaces overlapping stages of a photo-elicitation learning process. We also offer novel insights into students’ encounters with the photo-elicitation method, thus illustrating the role of the method’s arts-based elements in understanding how learning occurs in such a context. Implications are also provided contributing to an understanding of the value of arts-based methods to the theory and practice of management education.
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
Articles in Journals
Stavraki, G. (2016). “Understanding consumers' relationships with contemporary artworks through identity narratives”. Journal of Service Theory and Practice, 26 (6), 811-836.
Plakoyiannaki, E., Kampouri, A., Stavraki, G. and Kotzaivazoglou, I. (2014). “Family business internationalisation through a digital entry mode”. Marketing Intelligence and Planning, 32 (2), 190-207.
Book Chapters
- Plakoyiannaki, E. and Stavraki, G. (2022). “Qualitative research for tourism.” In Encyclopedia of Tourism Management and Marketing (ed. D. Buhalis), Edward Elgar Publishing.
- Plakoyiannaki, E. and Stavraki, G. (2018). “Collage visual data: Pathways to data analysis”. In The SAGE Handbook of Qualitative Business and Management Research Methods (eds C. Cassell, A.L. Cunliffe, G. Grandy). SAGE Publications.
- Plakoyiannaki, E. and Stavraki, G. (2017) “Creating solutions for the customer: The customer relationship management (CRM) process and capabilities”. In Marketing Graffiti (ed. M. Saren). Routledge.
- Stavraki, G. (2014). “Going reflective: Making sense of the process of designing a case study research under the interpretive paradigm”. In SAGE Research Methods Cases (ed. Brindle, P.). London: SAGE Publications.
Conference Papers
Stavraki, G. and Anninou, I. (2021). The use of arts-based methods in innovative assessments in business education: Preliminary evidence from a marketing module. Paper presented at the 9th International Conference on Contemporary Marketing Issues (ICCMI), Greece, September 3-5, 2021.
Stavraki, G. and Plakoyiannaki, E. (2021). Escaping conventions: Theorizing from collage research. Paper presented at the Academy of Marketing Conference “Focus on Research - The power of visual methods in understanding the ‘new normal’”, July, 5- 7, 2021.
Stavraki, G. and Anninou I. (2021). Doing, reflecting, and collaborating: An arts-based reflection on the photo-elicitation method in marketing education. Paper presented at the Academy of Marketing Conference “Focus on Teaching - Transformative and Critical Marketing Pedagogies”, July, 5- 7, 2021.
Stavraki, G. and Anninou I. (2019). ‘Tell me now, how should I feel?’: Letting go or holding in emotions arising through art consumption experiences. Paper accepted at the Association for Consumer Research Conference (ACR), Atlanta, Georgia, October 17-20, 2019.
Stavraki, G. and Plakoyiannaki, E. (2018). Look who’s talking now: A case study on the movement of consumers’ multiple identity positions. Paper presented at the 17th Colloquium on Arts, Heritage, Nonprofit and Social Marketing, Birmingham, United Kingdom, September 17, 2018.
Anninou I., Stavraki, G. and Yu, Y. (2018). Cultural differences on perceived crowding, shopping stress and excitement in superstores. Paper presented at the Academy of Marketing Conference, Stirling, United Kingdom, July 2 - 5, 2018.
Stavraki, G. and Plakoyiannaki, E. “Meaning is Movement: A Visual Analysis of the (Trans)formation of Consumers' Multiple Identity Positions”. Paper presented at the 46th Annual Conference of the European Marketing Academy (EMAC), Groningen, Netherlands, May 23-26, 2017.
Stavraki, G., Plakoyiannaki, E. and Anninou I. “'From ear to eye': Discerning the multiplicity in consumers' selves through collage visual data”. Paper presented at the 5th International Conference on Contemporary Marketing Issues (ICCMI), Thessaloniki, Greece, June 21-23, 2017. BEST PAPER AWARD
Anninou, I., Liu, X., Stavraki, G. and Plakoyiannaki, E. “The relationship between online customer reviews and confusion proneness”. Paper presented at the 5th International Conference on Contemporary Marketing Issues (ICCMI), Thessaloniki, Greece, June 21-23, 2017.
Plakoyiannaki, E., Stavraki, G. and Kabouri, A. (2015). “Is it like this or it look just like this? A semiotic analysis of photographic aesthetics. Paper presented at the 3rd International Conference on Contemporary Marketing Issues (ICCMI), London, United Kingdom, June 18 - July 3, 2015.
Stavraki, G. and Plakoyiannaki, E. (2014). “Understanding consumers' modes of interpersonal relationships through a dialogical perspective”. Paper presented at the 2nd International Conference on Contemporary Marketing Issues (ICCMI), Athens, Greece, June 18-20, 2014.
Stavraki, G. and Plakoyiannaki, E. (2012). “Beyond material possessions: The emergence of extended self in experiential settings - insights from Toulouse Lautrec consumption”. Paper presented at the 1st International Conference on Contemporary Marketing Issues (ICCMI), Thessaloniki, Greece, June 13-15, 2012.
Plakoyiannaki, E., Kabouri, A., Stavraki, G. and Kotzaivazoglou, I. (2012). “Family firms: Going global through a digital entry mode”. Paper presented at the International Conference on Contemporary Marketing Issues (ICCMI), Thessaloniki, Greece, June 13-15, 2012.
Stavraki, G. and Plakoyiannaki, E. (2012). “'Voices in my head': Aesthetic experiences under construction-consumers' identity repertoires from Damien Hirst's exhibition”. Paper presented at the 41th Annual Conference of the European Marketing Academy (EMAC), Lisbon, Portugal, May 22-25, 2012.
Stavraki, G., Plakoyiannaki, E. and Zotos, Y. (2011). “From identifications to emergent identities and from experience attachment to self-extension: A case study of Toulouse Lautrec consumption”. Paper presented at the 10th Anniversary International Colloquium on Arts, Heritage, Nonprofit and Social Marketing, Leeds, United Kingdom, September 7, 2011.
Stavraki, G. and Plakoyiannaki, E. (2011). “Pathways and outcomes of immersion: A case study of imaginative responses and personal reflections of Joan Miro's artwork”. Paper presented at the 40th Annual Conference of the European Marketing Academy (EMAC), Ljubljana, Slovenia, May 24-27, 2011.
Stavraki, G. and Plakoyiannaki, E. (2011). “Appropriating an artistic brand meaning: A case study of consumers' responses to Miro's exhibition”. Paper presented at the 16th International Conference of Marketing Communications (CMC), Athens, Greece, April 27-29, 2011.
- Stavraki, G. and Plakoyiannaki, E. (2010). “The act and 'art' of appropriation: A case study of Joan Mirο consumption”. Paper presented at the 9th International Colloquium on Arts, Heritage, Nonprofit and Social Marketing, London, United Kingdom, September 10, 2010.