Alisa MININA JEUNEMAITRE

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.

Why did you choose to join the emlyon business school faculty?

The Lifestyle Research Center at emlyon business school is one of the leading European centers adopting broader, critical and sociocultural approaches to studying the market and lifestyle dynamics in contemporary society. I am happy and excited to join the team!