Research activity per year

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Personal profile

Research interests

Consumer psychology

  • Marketing communications and digital persuasion
  • Entertainment marketing and the Metaverse
  • Compensatory consumption and escapism

Consumer culture

  • Gaming, role-playing, and extraordinary experiences




Davide Christian Orazi joined Monash Business School in January 2017. He holds a PhD in Marketing (University of Melbourne, 2017), a MSc in Marketing Management (Bocconi University, 2010), and a BSc in Economics (Bocconi University, 2007).

Research focus. Davide is a consumer researcher equally devoted to the psychological and cultural aspects of consumption. His current research agenda focuses on two broad areas: (a) textual and semiotic determinants of marketing communication effectiveness, and (b) why, how, and to what effect people escape their daily lives through consumption. 

Publications. Davide's research has been published in leading marketing and management journals (AJG 4*/4) including Administrative Science Quarterly (FT50), Journal of Consumer Research (FT50), Journal of the Academy of Marketing Science (FT50), International Journal of Research in Marketing, and Journal of Retailing, among others.

Editorial service. He is Associate Editor of Journal of Business Research, serves on the Editorial Review Board of the European Journal of Marketing and reviews for Journal of Marketing, MIS Quarterly, International Journal of Research in Marketing, Journal of Business Ethics, and Marketing Letters, among others.

Awards and media coverage. Davide's research, teaching, and professional skills have been recognized by national and international awards, including the recent 2022 Dean's Award for Research Excellence by an Early Career Researcher (see dedicated section). Davide has been a finalist at several innovation challenges including Thought for Food Challenge 2015, Random Hacks of Kindness 2015, Movember Social Innovation Challenge 2020, and was one of the awardees of the prestigious Publicis90 (2016). His research has been covered by outlet such as Business Insider, Forbes, Harvard Business Review, The Age, The Conversation, and The Guardian.

Forthcoming research: Joy A, Wang J, Orazi DC, Yoon S, LaTour K, and Pena C "Co-Creating Affective Atmospheres In Retail Experiences", Journal of Retailing, conditionally accepted.

Check MKF5123 featuring in the documentary "Generation Entrepreneur

Monash teaching commitment


MKF5123 - Entrepreneurial Innovation (Sem 2, 2023)


MKX5123 - Entrepreneurial Innovation (Sem 1, 2017-2020; Sem 2 2021-2022; SSA 2018-2023)

MKX5926 - Integrated Marketing Communications (Sem 2, 2017, and Sem 1, 2018)

MKX2111 - Buyer Behavior (SSA 2021/2022)

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):

  • SDG 3 - Good Health and Well-being
  • SDG 8 - Decent Work and Economic Growth
  • SDG 10 - Reduced Inequalities
  • SDG 11 - Sustainable Cities and Communities
  • SDG 12 - Responsible Consumption and Production

Collaborations and top research areas from the last five years

Recent external collaboration on country/territory level. Dive into details by clicking on the dots or