معرفی
Jean-Sébastien Marcoux is a Professor in the Department of Marketing at HEC Montréal, a leading institution in management education. He holds a Ph.D. in Anthropology from University College London and a Master’s in Research Administration from UQAM. His expertise focuses on the Anthropology of Consumption, Consumer Behavior, and Ethnographic Research.
- Education:
- Ph.D. in Anthropology, University College London (University of London)
- Maîtrise en administration-Recherche, UQAM
His research explores how cultural and material practices shape consumption patterns, including studies on fan cultures, identity negotiation, and ethical marketing. Recent supervision includes theses on topics like fan reactions to media diversity, post-fraud recovery, smart home usability, and veganism performance on social media.
He teaches courses such as Consumer Behavior, Qualitative Methods in Marketing, and Anthropology of Consumption. Over the last five years, he has supervised 1 PhD, 18 Master’s theses, and 6 project supervisions. His work often adopts an ethnographic lens to analyze contemporary consumer trends, from luxury digital experiences to post-pandemic backpacking.
