An EconoTimes perspective

Alisa Minina Jeunemaître

Associate Professor of Marketing, EM Lyon Business School

Associate Professor of Marketing, EM Lyon Business School In my research I adopt the sociocultural perspective as a framework for understanding consumption experiences, with the particular focus on globalization, consumer mobility, acculturation and consumption in digital service settings. I seek to go beyond consumer subjectivity in investigating the broader market and sociocultural dynamics that intertwine with consumer experiences, using in-depth interviews, ethnographic methods, discourse analysis and digital research in order to uncover how lived experiences of consumers are being shaped by broader macroenvironmental forces, and how consumer lifestyles emerge as a response to the challenges of their daily lives.