Kristina Auxtova

Kristina Auxtova is a Lecturer in Marketing at the University of Edinburgh Business School. She joined the institution in May 2022 following previous roles at the University of Dundee and University College Cork. Her research interests focus on ethics and sustainability in advertising and consumption, including advertising ethics, regulation, rhetoric, and second-hand consumption. She is also involved in pedagogies for integrating ethics and sustainability into the classroom. Auxtova holds a PhD from the University of Edinburgh and is a Fellow of the Higher Education Academy. She is the Academic Director of Ethics, Responsibility and Sustainability and contributes to several courses and research initiatives at the Business School.

Kristina Auxtova, PhD, explores advertising regulation, ethics, non-profit marketing, rhetoric, and second-hand consumption. Her research examines the ethical and regulatory challenges of advertising, particularly in the context of harmful and offensive content. She investigates how advertising can influence consumer behavior, especially in non-profit and charitable contexts, and how rhetoric shapes public perception of controversial campaigns. Auxtova also analyzes second-hand consumption through virtue ethics and sustainability lenses, focusing on the social and cultural implications of reuse. Her work highlights the intersection of marketing, ethics, and policy, with a particular emphasis on the role of rhetoric in shaping regulatory responses to offensive advertising.