Personal profile
Research interests
I am an Assistant Professor of Marketing at the University of Bath, School of Management. I received my PhD from ESSEC Business School in 2024. I specialize in consumer culture, and I love interviewing consumers about everything under the sun. My published research explores materiality and market dynamics in the context of luxury. My current research explores the intersection of popular culture and consumption (e.g., media franchises, fandoms, influencers, and celebrities). My academic work has been published in Journal of Marketing and Journal of Consumer Research, and I am an Editorial Review Board member at the Journal of the Academy of Marketing Science.
Willing to supervise doctoral students
Drop me a line if you want me to be your supervisor. Please send me your credentials as well a short summary of what you want to work on.
Expertise related to UN Sustainable Development Goals
In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):
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SDG 4 Quality Education -
SDG 8 Decent Work and Economic Growth -
SDG 12 Responsible Consumption and Production -
SDG 13 Climate Action -
SDG 16 Peace, Justice and Strong Institutions
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Collaborations and top research areas from the last five years
Research output
- 2 Article
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How the Materials of Objects Shape Consumption: An Affordance Theory Perspective
Pavlyuchenko, R. & Dion, D., 31 Oct 2025, In: Journal of Consumer Research. 52, 3, p. 459-479 ucae064.Research output: Contribution to journal › Article › peer-review
Open Access6 Link opens in a new tab Citations (SciVal) -
The Enrichment Economy: Market Dynamics, Brand Strategy, and Ethics
Dion, D., Pavlyuchenko, R. & Prokopec, S., 31 Mar 2025, In: Journal of Marketing. 89, 2, p. 96-118 23 p.Research output: Contribution to journal › Article › peer-review
Open AccessFile14 Link opens in a new tab Citations (SciVal)526 Downloads (Pure)
Prizes
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PhD Excellence Award
Pavlyuchenko, R. (Recipient), 2 Apr 2026
Prize: Prize (including medals and awards)