Projects per year
Personal profile
Research interests
I am a consumer researcher equally devoted to the psychological and cultural aspects of communication and consumption. My current research agenda focuses on two broad areas:
Marketing communications
- How multimodal stimuli (combining text, audio, and/or visual) influence persuasion
- How consumer language and paralanguage influence persuasion
Consumer-based strategy and consumer culture
- Antecedents and outcomes of experiential consumption (in particular leisure consumption)
Biography
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). Davide's research has been published in UTD journals such as Journal of Consumer Research, Administrative Science Quarterly, and Strategic Management Journal and other leading marketing journals (AJG 4*/4) including Journal of the Academy of Marketing Science, Journal of Retailing, and International Journal of Research in Marketing.
Selected recent journal articles:
- Orazi, Davide Christian and Pier Vittorio Mannucci (2024), "Disentangling Audiences’ Reactions to Creative Content and Creative Packaging," Strategic Management Journal, 45(13), 2763-2790.
- Orazi, Davide Christian, Ranjan Bhoomija, and Yimin Cheng (2023), "Non-face Emojis in Digital Marketing: Effects, Contingencies, and Strategic Recommendations," Journal of the Academy of Marketing Science, 51(3), 570-597.
- Orazi, Davide Christian and Tom van Laer (2023), "There and Back Again: Bleed from Extraordinary Experiences," Journal of Consumer Research, 49(5), 904-925.
A/Prof Orazi’s focus on quality and methodological rigor have placed him in the top percentile of marketing academics in Australia: for the last three-year rolling window (2022-2024), he is ranked #3 in the AJS 4/4* and #2 in the Financial Times 50 rankings of research productivity among all marketing academics across Oceania (https://www.mktbig15.com).
Editorial service. He is Associate Editor of Journal of Business Research and Editorial Board Member of the Journal of the Academy of Marketing Science. He regularly reviews ad-hoc for Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Journal of Retailing, PNAS, Nature Human Behavior, and MIS Quarterly,
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.
My views on escapism through role-playing on the What Happens Next? Podcast
Stay tuned for my views on escapism coming up on SBS Insight in April 2025.
Monash teaching commitment
Currently
MKF5123 - Entrepreneurial Innovation (Sem 2, 2024)
Formerly
MKX5123 - Entrepreneurial Innovation (Sem 1, 2017-2020; Sem 2 2021-2023; SSA 2018-2022)
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):
Collaborations and top research areas from the last five years
Projects
- 1 Finished
-
Behavioral and Biometric Markers of Workplace Wellbeing
Orazi, D. (Primary Chief Investigator (PCI)), Goh, Z. (Chief Investigator (CI)), Bonti, A. (Chief Investigator (CI)) & Leiter, M. (Chief Investigator (CI))
2/09/19 → 31/12/20
Project: Research
-
Phygital products: effects and boundaries of metaverse-first retail strategies
Orazi, D. C. & Nyilasy, G., 2025, (Accepted/In press) In: Journal of Retailing. 16 p.Research output: Contribution to journal › Article › Research › peer-review
Open Access -
Verbal persuasion in marketing: a multimethod meta-analysis of analytical and narrative processing
Orazi, D. C., Hamby, A., Herhausen, D., van Laer, T., Ludwig, S., Gonsalves, C. & Grewal, D., 2025, (Accepted/In press) In: Journal of the Academy of Marketing Science. 24 p.Research output: Contribution to journal › Article › Research › peer-review
Open Access -
Coincidental brand origins influence persuasion based on need for cognition
Cheng, Y. & Orazi, D. C., 30 Jan 2024, In: European Journal of Marketing. 58, 1, p. 255-289 35 p.Research output: Contribution to journal › Article › Research › peer-review
Open AccessFile1 Citation (Scopus) -
Disentangling audiences' reactions to creative content and creative packaging
Orazi, D. C. & Mannucci, P. V., Dec 2024, In: Strategic Management Journal. 45, 13, p. 2763-2790 28 p.Research output: Contribution to journal › Article › Research › peer-review
Open AccessFile1 Citation (Scopus) -
Narrative agency
van Laer, T. & Orazi, D. C., Jan 2024, In: Journal of The Association For Consumer Research. 9, 1, p. 95-105 11 p.Research output: Contribution to journal › Article › Research › peer-review
2 Citations (Scopus)
Prizes
-
2016 Best Paper Award - Social Marketing
Orazi, D. (Recipient), Dec 2016
Prize: Prize (including medals and awards)
-
-
2017 Dean's Citation for Early Career Teaching
Orazi, Davide (Recipient), Dec 2017
Prize: Prize (including medals and awards)
-
-
2017 Layton Dissertation Award
Orazi, Davide (Recipient), Dec 2017
Prize: Prize (including medals and awards)
Activities
-
University of Alberta
Davide Orazi (Visiting researcher)
2023Activity: Visiting an external institution types › Visiting an external academic institution
-
Universita della Svizzera Italiana (University of Lugano)
Davide Orazi (Visiting academic)
2023 → …Activity: Visiting an external institution types › Visiting an external academic institution
-
University of Alberta
Davide Orazi (Visiting researcher)
Mar 2023 → May 2023Activity: Visiting an external institution types › Visiting an external academic institution
-
Journal of Business Research (Journal)
Davide Orazi (Associate editor)
Jul 2023 → …Activity: Publication peer-review and editorial work types › Editorial responsibility
-
ERA 2023 Working Group (FOR 35)
Davide Orazi (Reviewer)
2022Activity: External Academic Engagement › Peer review panel or committee
Press/Media
-
Thumbs down: Why using too many emojis to substitute words can harm your chances online
Ranjan, B., Orazi, D. & Cheng, Y.
5/04/23
1 item of Media coverage
Press/Media: Article/Feature
-
Kate Bush and mullets: Why young people love a decade they weren’t alive for
14/10/22
1 Media contribution
Press/Media: Article/Feature
-
It’s not nostalgia. Stranger Things is fuelling a pseudo-nostalgia of the 1980s
11/07/22
1 Media contribution
Press/Media: Article/Feature
-
Larping’s reality bleed: ‘I’m basically falling in love with a person that does not exist’
19/06/22
1 Media contribution
Press/Media: Profile/Interview
-
Why improv skills are so valuable in the workplace, according to an expert
1/10/21
1 Media contribution
Press/Media: Article/Feature