Centre for Research in Advertising and Consumption, University of Bath

The Centre for Research in Advertising and Consumption (CRiAC) explores a broad range of consumption practices that constitute consumer culture in both developed and developing economies, and the role of advertising in the development of brands.

CRiAC has three overarching themes, which are:

• Individual differences and the effectiveness of advertising
• Socio-cultural consumption practices and brands
• Critical approaches to consumer empowerment

 The research philosophy of the centre can be characterised as:

• Applying theory to practice
• Managerial - improving the effectiveness of advertising and other strategic marketing activities
• Collaborative - working with commercial partner organisations to develop understanding of current and emerging business issues relating to consumers
• International - working with partners in universities around the world to develop a comparative perspective
• 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

To find out more visit the CRiAC website.