Consumer culture theory
Most of my research is directed at consumer experiences and practices, examined from a cultural perspective.
Consumer culture appears as a consequence of the relational dynamic among consumers, institutions (companies, NGOs, etc.), and the meanings given by consumers to products, companies and brands.
The theoretical perspective adopted – ‘Consumer Culture Theory’ (CCT) – thus addresses consumption in accordance with its sociocultural, experiential and symbolic aspects, using interpretative analyses.
CCT is today an international interdisciplinary field that comprises macro, interpretive, and critical approaches to and perspectives of consumer behavior.… >> continue reading