Marketing, E-commerce, Retailing, Consumption and Ubiquity Research Centre
Our research center, MERCUR, has as main objective the study of the market dynamics occurring between consumers and institutions (i.e. companies, non for profit organisations and public institutions). The research projects are directed to contribute to understanding the meanings and importance attributed by consumers to their experiences with brands, products, services and points of sale. These market dynamics are studied through the adoption of cultural and psycho-social perspectives.
Here are the main axes characterising the projects by MERCUR:
1) Identity and consumption culture. The adoption of the CCT (Consumer Culture Theory) approach constitutes the paradigmatic home of the studies aimed at exploring and interpreting the links between identity construction and consumption practices.
2) Transformative consumption. We have hosted the Fourth Transformative Consumer Research Conference in May 2013 where researchers from 120 countries have been involved in discussions addressed to define research paths to enhance consumer welfare and bring about positive social change.
3) E-commerce and commercial evolutions. Our researchers collaborate in innovative technological development projects such as Ubiquity Virtual salesman project (VVU), U-shopping project (in collaboration with PICOM (Pôle de compétitivité des industries du Commerce). Moreover, they use innovations to develop tourism or cultural activity projects such as LeLouvre – Lens project.