Centre for Research in Advertising and Consumption

The research philosophy of CRiAC may be characterised as:

Applying theory to practice: drawing on social science knowledge from the core disciplines and using it to solve strategic issues concerning consumers and markets whilst using information from business outcomes to extend underlying theory.

Managerial: concerned with improving the effectiveness of advertising and other strategic marketing activities.

International: working with partners in universities around the world to develop a comparative perspective.

Collaborative: working with commercial partner organisations to develop understanding of current and emerging business issues relating to consumers through the use of leading-edge marketing research techniques such as applied market ethnography.

Critical: advertising and brands are implicated in the development of materialism and dysfunctional consumer behaviour such as addictive shopping and gambling as well as inequitable distribution of resources.