Mariam "Maia" Beruchashvili
Mariam Beruchashvili specializes in Consumer Behavior and Consumer Culture Theory, with an emphasis on gender identity and consumption. Her research has been published in leading academic journals, including Journal of Consumer Research, Journal of Consumer Culture, Psychology & Marketing, and others. She teaches (among other courses) Consumer Behavior and Integrated Marketing Communications at both undergraduate and graduate levels. She has been serving as adviser to the newly incepted (2024) AAF (American Advertising Federation) CSUN student club, whose mission is to become the advertising agency job placement hub at CSUN and beyond.
Education
- Ph.D. 2007, University of Nebraska-Lincoln
- M.B.A. 2002, Clemson University, SC
- B.A. 1993, Tbilisi State University, Republic of Georgia
- B.A. 1992, Tbilisi State Institute of Foreign Languages, Republic of Georgia
Areas of Expertise/Research
- Consumer Behavior
- Consumer Culture Theory
- Gender Identity, Consumer Goals
- Consumer Emotions
Selected Publications
- Moisio, Risto and Mariam Beruchashvili (2025), “Servicescapes Emplacing Masculinity: Pursuing Fighter Identity at the Martial Arts Gym,” Journal of Consumer Culture, 25(3), 316-334.
- Moisio, Risto and Mariam Beruchashvili (2024), “Heeding Emotions or Seeking Challenges? Family Support Processes Cultivate Consumers’ Emotion- and Problem-Focused Coping,” Psychology & Marketing, 40(4), 707-722.
- Moisio, Risto and Mariam Beruchashvili (2023), “Men Becoming Fighters: Exploring Processes of Consumer Socialization,” Journal of Consumer Culture, 23(2), 331-348.
- Moisio, Risto and Mariam Beruchashvili (2016), “Mancaves and Masculinity,” Journal of Consumer Culture, 16(3), 656-676.
- Beruchashvili, Mariam, Risto Moisio, and James W. Gentry (2015), “Cultivating Hope,” Journal of Consumer Culture, 15(3), 307-328.
Honors and Awards
- National Student Advertising Competition (NSAC) Adviser 2026
- AAF ANA VPP 2025
- AAF CSUN Faculty Adviser since 2024
- CSUN Polished Apple Award 2021