Consumption, Decision-making process & society
Research axes
Consumption, Decision-making process & society
This axis focuses on consumption in its utilitarian, symbolic, experiential and ethical dimensions.
The issue is about understanding how the strategic choices of organisations (brand management, digitalisation, partnerships, etc.) adapt to changes in consumer behaviour, such as the quest for meaning, the need for sensations and emotions, or the possible ambivalence between the desire to reduce societal impacts and the wish to retain purchasing power.
This work provides a detailed understanding of the construction of the relationship with the consumer necessary for the optimisation of marketing performance. From a holistic perspective, this research favours recent methods combining qualitative and quantitative approaches.
Reflexive work is carried out on methodological practices, in particular on measurement scales which can provide an understanding of behaviours and perceptions.
