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Con­sumer Re­search Cluster (CRC)

The Con­sumer Re­search Cluster (CRC) ex­am­ines how people think, feel, and be­have in the mar­ket­place across a wide range of con­sump­tion con­texts.

About CRC

The Consumer Research Cluster (CRC) studies how people think, feel, and behave in the marketplace. It investigates a broad range of phenomena dealing with what people need, want, and buy, as well as explores how and why consumers interact with market-related entities, products, companies, brands, other consumers, and employees. 

Methods and approaches 

The CRC spotlights the human aspects of consumption and sees consumer behavior as an integral element of the social environment. As such, it draws on multiple methodological domains and utilizes both qualitative (e.g., in-depth interviews, focus groups, case studies) and quantitative research methods (e.g., lab experiments, field studies, surveys, eye-tracking). 

Vision 

The CRC aims to consistently produce high-quality research with clear societal implications. We intend to become the primary hub for consumer behavior research in the Nordic region by leveraging the pluralism and diverse research capabilities of our members, as well as by establishing strong academic and industry networks at both a national and an international level. 

Schol­ar­ship and Re­search Ex­cel­lence

The CRC strives to maintain a network of individual researchers who share the ambition of producing novel and daring research that has an international outreach and is published in premier academic outlets. 

The CRC facilitates collaborations and advice-based links between senior members with experience publishing in top-tier journals and young, ambitious, and less experienced members. 

The CRC members publish frequently in FT50, AJG 4*/4/3 journals, including, among others, the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, Journal of the Academy of Marketing Science, Journal of International Business Studies, Strategic Management Journal, International Journal of Research in Marketing, Journal of Retailing, British Journal of Management, Journal of Advertising, Journal of International Marketing, and Psychology & Marketing. These publications have attracted attention from national and international media and are frequently covered across press and social media channels. 

Es­prit de Corps

The CRC values openness, collegiality, and respect. It welcomes anyone interested in researching consumer behavior and decision-making across various contexts. While its members draw on multiple epistemologies, methodologies, and research topics, they share a genuine curiosity in understanding human behavior. Members also share the desire to provide cutting-edge pedagogical content and conduct original research that contributes significantly to theory and practice. 

So­ci­et­al Rel­ev­ance and Out­reach

The CRC is committed to being curious, critical, and innovative in exploring the opportunities and dilemmas that society faces today. Research activities include projects related to health issues, financial services, restrictions such as COVID-19, social inequalities and discrimination, sustainability, populism and xenophobia, and human–tech interactions such as artificial intelligence and privacy issues. 

The CRC’s research engages with societal challenges not only at a theoretical level but also in a pragmatic way. The cluster collaborates with businesses, governments, and public-policy stakeholders, including organisations such as Københavns Kommune, Foodland, Madkulturen, the Danish Food Culture Institute, and the New Zealand Food Safety Science and Research Centre. 

Members are regularly invited to deliver talks and seminars at academic institutions and to participate in corporate and industry events. The cluster is further involved in organising international activities such as the Northern European Consumer Research Symposium (NECRS) and additional workshops and research seminars. 

Ex­tern­al Re­search Fund­ing

CRC members have extensive experience with external research funding from national and international, public and private funding bodies. These include the European Commission (HORIZON), the European Social Fund, the Strategic Research Council, the Global Innovation Network Programme, the Carlsberg Foundation, and the Independent Research Council of Denmark (DFF). The cluster facilitates collaborations and knowledge sharing that support successful applications and enable joint funding opportunities. 

Re­search

RCR Mem­bers

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Hani Bouou­di­na

Ph.d. Fellow

hb.marktg@cbs.dk

More info
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Sei­di Suur­mets

Academic Officer

ssu.marktg@cbs.dk

Oth­er RCR Mem­bers

Serena Wider, PhD Fellow