Marketing Science and Consumer Research

The Disciplinary Area of Marketing Science and Consumer Research is home to experts specializing in Consumer Culture Theory, Consumer Psychology, and Quantitative Marketing.

Our scholars utilize various methodologies, and their work has been featured in premier marketing journals such as the Journal of Consumer Research, Marketing Science, Journal of Consumer Psychology, and the Journal of the Academy of Marketing Science. We are also dedicated to translating our research expertise into both pedagogy and practice.  
 
Our DA includes the following members: Yuri, Marilyn, Saira, Karen, Sandy, Nane, Leo, Shameek, Syliva, Nina.

Consumer Culture Theory is the study of consumption from a social and cultural point of view, as opposed to an economic or psychological one. CCT is an assemblage of theoretical perspectives and methodological orientations that seeks to illuminate the dynamic, interactive relationships among consumer actions, marketplace systems, cultural meanings, and broader sociostructural forces.

Allied Disciplines:
Anthropology, Sociology, Cultural Studies

Typical Methods:
Ethnographies, Interviews, Observations

Karen, Sandy, Nane, Nina (PTF)

Consumer Behaviour is the study of individuals and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs, and the impacts that these processes have on the consumer and society. CB focuses on how our thoughts, beliefs, feelings, and perceptions influence consumption behaviour.

Allied Disciplines:
Social Psychology, Cognitive Psychology, Behavioural Economics

Typical Methods:
Lab Experiments and Field Experiments.

Yuri, Marilyn, Saira

is the study of measurable phenomena in marketing using both theoretical and empirical modeling techniques. These models are constructed on a robust foundation derived from allied disciplines. Whether theoretical or empirical, they aim to explain business phenomena under various scenarios and offer predictions and forecasts for both the short and long term. At the same time, the objective is to maintain a level of simplicity in the technical aspects to ensure they are interpretable from a managerial perspective.

Allied Disciplines:
Economics, Business Analytics, Information Systems, Statistics and Engineering

Typical Methods:
Theoretical and empirical modelling

Leo, Sylvia, Shameek