Daiane Scaraboto

Associate Professor Daiane Scaraboto researches taken-for-granted understandings of markets such as the notions of value, exchange, and the relation between demand and supply. She challenges these established concepts by examining how consumers cocreate value, instigate market change, and creatively resist marketing practices. To better understand consumer roles in markets, Professor Scaraboto's research employs large qualitative datasets, which often combine interviews and ethnographic fieldwork with social media and other types of online data.

She has published influential research that explains why and how marginalized consumers can effectively mobilize to seek greater inclusion in mainstream markets; how consumers collaborate to shape and sustain hybrid economies, and how object circulation connects individuals in value-creating networks, among other topics.

In her recent work, Professor Scaraboto has collaborated with other scholars in Australia and abroad to examine the sharing economy and its platforms (e.g. Uber, Etsy, Couchsurfing), focusing on how consumers engage with multiple online platforms to cocreate value for themselves and for others. She has also explored the reasons why consumers resist to public policy interventions that promote sustainable consumption, such as bans on disposable plastic bags. This line of work has also led her to initiate research on the creative ways in which consumers solve their needs without recurring to the marketplace, such as through improvising, repairing objects, and makeshifting.

Professor Scaraboto teaches Principles of Marketing and Marketing Management at the undergraduate and graduate programs at the Faculty of Business and Economics, and supervises graduate students in research projects.

Education

• PhD. York University (2007 — 2012)
• Msc. in Business Administration Federal University of Rio Grande do Sul (2004 — 2006)
• B. Sc. Social Communication Universidade Federal de Santa Maria (1998 — 2002)