Research summary
In our modern world, the need to consume is a powerful driver. To understand how consumption affects individuals, society and the environment, we need a deeper knowledge of ethical consumption and anti-consumption (a mindset that is opposed to the continual purchase and consumption of material possessions). Dr. Marcelo Nepomuceno, Canada Research Chair in Consumer Decision Making, is using techniques from economics, business and social sciences to uncover what motivates some people to consume and others to resist consuming.
He and his research team are investigating consumer behaviour and decision-making processes. With a focus on computer-mediated consumption and big data, they are developing, publishing and sharing high-quality research on the drivers of consumption. They are also studying the ethical, psychological and sociological consequences of consumption and marketing practices, the physiological underpinnings of consumption, and how consumption takes place in computer-mediated settings. Their work will help us to understand consumption, including its physiological underpinnings.