Profile image of Virginia Weber

Dr Virginia Weber





Faculty of Business and Law


Deakin Business School


Melbourne Burwood Campus


Doctor of Philosophy, University of Alberta, 2018


Virginia Weber is a Lecturer in the Department of Marketing in Deakin Business School. Gini specialises in research on consumer psychology. Broadly, their research focuses on interpersonal and intra-individual influences on consumers. This includes research on subject areas such as word of mouth recommendations, social interactions, social rejection and negative feedback, and work on when and why consumers dispose of possessions. This work is invited for resubmission at top journals in consumer behaviour and has been presented at top international conferences in the field of marketing.

Gini uses experimental methods, combining survey methods, in-lab behavioural experiments, and real-world field studies to examine various social phenomena. This allows for a deeper insight of the causal underpinnings into what drives consumers to behave as they do.

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Research interests

  • Consumer behaviour
  • Social influence
  • Word of mouth
  • Disposal


  • Member, Association for Consumer Research. 
  • Member, Society for Consumer Psychology.

Teaching interests

  • Consumer Behaviour
  • Introduction to Marketing
  • Digital and Social Media Marketing


Filter by


COVID-19 Response in Australia: An Examination of State Responses and System Vulnerabilities

Michael Polonsky, Virginia Weber

(2022), pp. 49-78, Community, Economy and COVID-19, Cham, Switzerland, B1

book chapter

How do I love thee (and who should I tell?)-the implications of emotional suppression due to audience size

V Weber, S Moore, R MacDonnell, J Argo

(2015), Vol. 43, pp. 305-307, Proceedings of the Association for Consumer Research Conference 2015, New Orleans, La., E1-1


Funded Projects at Deakin

Industry and Other Funding

Edge Distributed Energy Resources Marketplace Trial.

A/Prof Joshua Newton, Dr Jeffrey Rotman, Dr Virginia Weber

Geomatic Technologies Pty Ltd (t/as Mondo Power P/L)

  • 2022: $140,000

Project EDGE customer insights.

A/Prof Joshua Newton, Dr Jeffrey Rotman, Dr Virginia Weber

Australian Energy Market Operator Ltd

  • 2023: $72,496
  • 2022: $74,992

Project EDGE: Customers Insights Research

A/Prof Joshua Newton, Dr Virginia Weber, Dr Jeffrey Rotman, Dr Jay Zenkic

Mondo Power Pty Ltd

  • 2023: $153,750

Other Funding Sources

Fairly integrating Distributed Energy Resources (DERs) into the National Electricity Market.

A/Prof Joshua Newton, Dr Virginia Weber, Dr Jeffrey Rotman, Dr Jay Zenkic, Prof Jenni Lightowlers

iMove Australia Limited

  • 2023: $85,600


Associate Supervisor

Abolfazl Keshavarzsaleh

Thesis entitled: Consumer Activism: Role of Relational Constructs

Doctor of Philosophy, Department of Marketing

Partha Datta

Thesis entitled: Self-Brand Connection, Implicit Theory, and Consumer¿s Moral Reasoning Strategies

Doctor of Philosophy, Department of Marketing