Dr Usva Anastasia Seregina

Staff details

Position Lecturer in Marketing
Email u.seregina (@gold.ac.uk)
Phone +44 (0)20 296 4220
Dr Usva Anastasia Seregina

Usva Seregina is a lecturer in Marketing at the Institute of Management Studies, University of London. They come from an interdisciplinary background, which includes studies and work within fields of Consumer Culture, Communication, Marketing, Design, and Fine Art. 

Usva’s research is focused on the study of consumer culture, that is, they explore consumption as part of and an influence on contemporary culture, communities, and individuals. Usva’s research is highly interdisciplinary, combining consumer research, sociology, anthropology, art education, literature studies, media studies, theatre studies, and performance studies. Their main focus of research lies at the intersection of consumer culture and experiences of art, aesthetics, fantasy, and imagination. In terms of empirical contexts, they have mainly worked with popular culture, having done research in contexts of cosplay, fandom, and live action role-playing games. 

Usva is also an artist, with their main media being acrylic paintings, mixed media installations, and video. Their artistic work is heavily tied into their research practice, with topics often being political and conceptual, as well as focusing on consumer culture, fantasy, and aesthetic experiences. 

Combining their two great passions, cultural research and art practice, Usva is avidly developing art-based research methods. The aim of this endeavor is to gain the tools to better understand contemporary cultural processes in a multisensory and interactional manner, as well as create opportunities for disseminating knowledge in and communicating with the wider public.

Academic Qualifications 

  • 2016, PhD in Economics (Consumer Culture), Aalto University
  • 2012, MSc in Economics (Consumer Behaviour and Design Management), Aalto University
  • 2011, BSc in Business Administration (Marketing and Communication), Helsinki School of Economics  
  • Current Research Projects 

Lived Fantasy: Performing Live Action Role-Playing Games: An ethnographic project set in a performance methodology that explores the lived, bodily experiences of fantasy in the context of live action role-playing games.

Aesthetics in Consumer Research: A theoretical project focused on mapping out the concept of aesthetics in connection to consumer research and consumer culture.

Art-Based Research Methodologies: A methodological project focused on developing art practice as part of academic research.

Consumption Portraits: An art-based research project focused on individuals’ self-representation and search for self-value through consumerism.

Multiculturality, Cultural Clash, and a Sense of Home in Consumer Culture: A research stream based in several research projects and research sights that is focused on exploring consumerism in connection to cultural fragmentation, increasing mobility, contexts of cultural clash, and individuals’ understanding of a sense of home.

Recent Publications

Seregina, Anastasia (2018, forthcoming), “Engaging the Audience through Videography as Performance,” Journal of Marketing Management. 

Seregina, Anastasia and Oskar Christensson (2017, forthcoming), “Art-based research of consumer culture,” Synnyt/Origins.

Seregina, Anastasia and Henri Weijo (2017), “Play at Any Cost: How Cosplayers Produce and Sustain Their Ludic Communal Consumption Experiences, “ Journal of Consumer Research, 44(1): 139-159.

Seregina, Anastasia, Julie Ozanne, Brendan Davis, Jeff B. Murray, Sonya Grier, Ahmed Benmecheddal, Hilary Downey, Akon Ekpo, Marion Garnier, Joel Hietanen, Marine Legallely, Kevin Thomas, and Ekant Veer (2016), “Assessing the Societal Impact of Research: The Relational Engagement Approach”, Journal of Public Policy and Marketing, 32(17-18): 1513-1536.

Seregina, Anastasia and John W. Schouten (2016), “Resolving identity ambiguity through transcending fandom,” Consumption, Markets, and Culture, 20(2): 107-130.

Seregina, Anastasia (2014), “Exploring Fantasy in Consumer Experiences”, in John W. Schouten, Diane M. Martin, Russell Belk (eds.), Consumer Culture Theory (Research in Consumer Behavior, Volume 16) Emerald Group Publishing Limited, pp. 19 – 33.

Seregina, Anastasia, Norah Campbell, Bernardo Figueiredo, and Hannu Uotila (2013), “A Pen”, Advances in Consumer Research, Vol. 41, eds. Simona Botti and Aparna Labroo, Duluth, MN, USA: Association for Consumer Research. Watch video here.

Research Interests

  • Consumer culture
  • Individual identity and community identity in consumer culture (with especial focus on popular culture)
  • Experiences of fantasy and imagination
  • Aesthetics, aesthetic experiences, and art within consumer culture
  • Art-based research (methodology and practice)
  • Multiculturality and sense of home in consumer culture



Seregina, Anastasia. 2018. Performing Fantasy and Reality in Contemporary Culture. London: Routledge. ISBN 9781138088948


Seregina, Anastasia. 2020. Co-creating bodily, interactive, and reflexive knowledge through art-based research. Consumption Markets & Culture, 23(6), pp. 513-536. ISSN 1025-3866

Seregina, Anastasia. 2017. Engaging the audience through videography as performance. Journal of Marketing Management, 34(5-6), pp. 518-535. ISSN 0267-257X

Seregina, Anastasia and Christensson, Oskar. 2017. Art-based research of consumer culture. Synnyt: Origins, 2017(1), pp. 74-84. ISSN 1795-4843

Seregina, Anastasia and Weijo, Henri. 2017. Play at Any Cost: How Cosplayers Produce and Sustain Their Ludic Communal Consumption Experiences. Journal of Consumer Research, 44(1), pp. 139-159. ISSN 0093-5301

Ozanne, Julie L.; Davis, Brennan; Murray, Jeff B.; Grier, Sonya; Benmecheddal, Ahmed; Downey, Hilary; Ekpo, Akon E.; Garnier, Marion; Hietanen, Joel; Le Gall-Ely, Marine; Seregina, Anastasia; Thomas, Kevin D. and Veer, Ekant. 2017. Assessing the Societal Impact of Research: The Relational Engagement Approach. Journal of Public Policy & Marketing, 36(1), pp. 1-14. ISSN 0743-9156

Seregina, Anastasia and Schouten, John W.. 2017. Resolving identity ambiguity through transcending fandom. Consumption Markets & Culture, 20(2), pp. 107-130. ISSN 1025-3866

Seregina, Anastasia. 2014. Exploring Fantasy in Consumer Experiences. Research in Consumer Behavior, 16, pp. 19-33. ISSN 0885-2111

Art Object

Seregina, Anastasia and Botez, Andrei. 2018. #framing.

Broeckerhoff, Aurelie and Seregina, Anastasia. 2016. Shopping at 'Capitalist Peace'.

Seregina, Anastasia. 2015. Exploring an Emergent Typology of Fantasy Experiences.

Seregina, Anastasia; Campbell, Norah; Figueiredo, Bernardo and Uotila, Hannu. 2013. A Pen.


Seregina, Anastasia and Ekström, Anni. 2018. Väliaikaisuuden keskellä [Amidst Non-Permanence]. In: "Väliaikaisuuden keskellä [Amidst Non-Permanence]", Galleria 4-Kuus, Finland, 24 Nov - 21 Dec 2018.

Seregina, Anastasia; Levit, Tuuli; Syrlin, Kirsi; Fraser, Chris; Nay, Clif; Suhonen, Ismo; Rivera, Bernardo and MariC, C. 2017. Here We Are. In: "Here We Are", Gallery Red, Finland, 18 Sep - 06 Oct 2017.