Having trained in consumer culture research, my academic work has always been multidisciplinary, expanding into sociology, anthropology, art education, performance studies, and fine art.

I am currently focused on developing various art- and performance-based qualitative, interpretive research methods.

I have mainly published research under the names Anastasia Seregina and Usva A. Seregina.

Selected Bibliography:

Seregina, Usva and Astrid Van den Bossche (forthcoming, 2022), Art-Based Research in the Context of a Global Pandemic, New York: Routledge.

Brökerhoff, Aurelie and Usva Seregina (forthcoming, 2022), “Sticking Pieces Together – Representing Messiness in Consumer Research Through the Use of Collage,” Journal of Marketing Management.

Seregina, Usva Anastasia (2019), “Co-creating bodily, interactive, and reflexive knowledge through art-based research,” Consumption, Markets and Culture,

Seregina, Anastasia (2019), Performing Fantasy and Reality in Contemporary Culture, London, UK: Routledge.

Seregina, Anastasia (2018), “Undoing Gender through Performing the Other,” Consumption, Market and Culture.

Seregina, Anastasia (2017), “Engaging the Audience through Videography as Performance,” Journal of Marketing Management.

Seregina, Anastasia and Oscar Christensson (2017), “Art-based research of consumer culture,” Synnyt/Origins 1/2017: 74-84. See whole article here.

Seregina, Anastasia and Henri Weijo (2017), “Play at Any Cost: How Cosplayers Produce and Sustain Their Ludic Communal Consumption Experiences, “ Journal of Consumer Research, DOI: 10.1093.

Seregina, Anastasia and John W. Schouten (2016), “Resolving identity ambiguity through transcending fandom,” Consumption, Markets, and Culture, DOI: 10.1080.

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.
Winner of “Best Film Award, People’s Choice”