Educational Background

  • Ph.D., Hanken School of Economics
  • M.Sc., Warsaw School of Economics

Teaching Interests

  • Marketing management
  • Advertising and IMC
  • Consumer behavior
  • Services marketing
  • Social media marketing

Research Interests

  • Consumer culture and consumer behavior
  • Intersection of technology and marketing
  • Individual, social and collective consumer identities

Selected Publications


Materializing the spiritual – investigating the role of marketplace in creating opportunities for the consumption of spiritual experiences; in D. Rinallo, L.Scott, and P. Maclaran (eds.) Spirituality & Consumption, Rutledge 2013, New York, NY.

I, Avatar:  Auto-Netnographic Research in Virtual Worlds, with Robert Kozinets; in N. Wood and M. Salomon (eds.) Virtual Social Identity and Consumer Behavior, Society for Consumer Psychology 2009, Armonk, NY.


Mapping Out Digital Materiality: Insights for Consumer Research in in Advances in Consumer Research, 2009, Vol. 36, p. 20-26.

Advancing Netnography – Meeting the Challenges of Virtual Worlds, with Robert Kozinets; in Developments in Marketing Science, Proceedings of the Academy of Marketing Science 2008, Vancouver, Canada.

Presence and emotion in computer game players during 1st person vs. 3rd person playing view: evidence from self-report, eye-tracking, and facial muscle activity data, with Kallinen et al. (2007), in L. Moreno (ed.), Proceedings of the 10th annual international Workshop on Presence, pp.187-190.

Relationship Stages and Consumption Patterns: Variations in Object Attachment and Importance of the Brand, with Maria Sääksjärvi; in Advances in Consumer Research, 2006, Vol. 33 Issue 1.


Consuming the Cyborg: Discourses of active-technology enhanced bodies, with Arundhati Bhattacharyya – Association for Consumer Research Conference, Vancouver, October 2012.

I, Avatar: Auto-Netnographic Research in Virtual Worlds – Advertising and Consumer Psychology Conference, Society for Consumer Psychology (SCP), Philadelphia, April 2008.

Conceptualizing Virtual Consumption – Towards a Social Science of Web 2.0 at The National Science Learning Center, University of York, UK, September 2007.


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