Research domains, themes and projects

The three main research domains are consumer and manager decision making (I)consumption practices and phenomena (II) and marketing actions and consumer response (III).

The first research domain concerns decision processes, whatever they are individual or collective, related to consumers or managers or treating goods or services.

The second research domain is more connected to consumption practices and phenomena. It includes socio-anthropological approaches of consumption phenomena such as symbolic and sacred consumption, sectorial analyses of consumption and leisure activities and the investigation of the value co-creation processes and collaborative consumption.

The third research domain concerns the study of companies/organizations' marketing actions (in particular, price, distribution and advertising) on consumers' response (cognitive, affective or behavioral).

The research themes and specific research projects are described here below.

Completed research projects are in italic format.


I.A. Consumer decision making

  • I.A.1. Jugements and decision making
  • I.A.2. Multilevel decision making
  • I.A.3. Vacation decision making
  • I.A.4. Decision making with groups of friend

I.B. Manager decision making

  • I.B.1. Innovation and idea screening processes

I.C. Consumer shopping decisions

  • I.C.1. "Multi-stop" and/or "multi-purpose" shopping behavior
  • I.C.2. Sampling and data collection for modeling consumers' shopping behavior
  • I.C.3. Shopping decision process in the grocery retail industry
  • I.C.4. Product category relations in the grocery retailing industry
  • I.C.5. Consumers' channel choice behavior based on purchase reasons in the wine sector
  • I.C.6. Online shopping behavior

I.D. Decision making and loyalty

  • I.D.1. On the impact of loyalty programs on store loyalty: The case of the customers' satisfaction towards rewards
  • I.D.2. Profiling card and non-cardholders in the grocery retail industry: The case of the new loyalty program of Champion stores
  • I.D.3. Drivers of customers' adoption and adoption timing of a new loyalty card in the grocery retail market
  • I.D.4. Loyalty program design and perceived benefits
  • I.D.5. Store and brand loyalty in the field of services
  • I.D.6. Mobile relationship marketing: How regulation affects firms' and consumers' attitudes and behaviours
  • I.D.7. Customer participation to loyalty programs. Definition, antecedents and consequences.

I.E. Service evaluation and valuing processes

  • I.E.1. The assessment of the cultural experience: Determinants of the perceived value and willingness-to-way for the performing arts
  • I.E.2. Relevance of a dynamic approach in the study of performing arts' value
  • I.E.3. Service quality evaluation


II.A. Consumption experience

  • II.A.1. The internationalization of Halloween's celebration
  • II.A.2. Experiencing performing arts: Stressing the role of social dimensions
  • II.A.3. Authenticity in the performing arts: A foolish quest?
  • II.A.4. Price insensitivity for the performing arts: Study of the black market for pop-rock concerts

II.B. Symbolic and sacred consumption

  • II.B.1. Soccer fans: heavy symbols users
  • II.B.2. The recontextualisation of special possessions in time, space and the social environment: The case of tourist souvenirs
  • II.B.3. Profane and sacred consumption: post-modern "fusion of genres"?
  • II.B.4. Prosocial consumption: altruism, egoism and identity-signaling

II.C. Sectorial approches of consumption

  • II.C.1. Impact of environmental drivers of Australian and French wine industries' success

II.D. Value co-creation and collaborative consumption

  • II.D.1. Consumer participation as a value co-creation determinant
  • II.D.2. Collaborative consumption


III.A. Pricing and value

  • III.A.1. On a probabilistic approach to the problem of consumer's willingness-to-pay estimation
  • III.A.2. Evaluation of pricing strategies in the field at-home health care services
  • III.A.3. Pricing issues in the cultural field

III.B. Location of shopping and leisure activities

  • III.B.1. On the impacts of the location of a regional-size shopping mall
  • III.B.2. The impact of the store layout (product categories) on consumers' purchasing behavior in the grocery retail industry

III.C. Advertising and consumer response

  • III.C.1. The impact of ad format on advertising performance
  • III.C.2. The performance of comparative advertising across product categories
Last activities

Organization of an international workshop on Sharing the Challenges of Collaborative Consumption (April 24, 2015) with, among keynote speakers, Prof. Russell W. Belk (York University, Canada). 70 professors, PhD students and practitioners from 12 countries attended the workshop. Read more.