• Department Marketing
  • Areas of research Art, culture, luxury, design, museums, NTIC, Smart Cities, Wines
  • Teaching fields Marketing


Joëlle LAGIER is a professor (Phd and HDR) in the Marketing division and holds the position of Deputy Director of this same division. Graduate of EM Lyon and member of the IRGO, University of Bordeaux IV-Montesquieu, her main research topics are on consumer behavior in the field of arts and culture. Her more specific fields of investigation concern aesthetic perception and experience in the fields of art, design and luxury as well as museum practice observed in adult and child audiences.
Mobilizing more particularly today on the impact of new technologies in this context, she works in partnership with other internationally renowned institutions, such as the Scuola Superiore Sant'Anna in Pisa and the research group Art, Culture and Education at the Percro Laboratory on topics such as the virtual environment in the field of tourism and cultural institutions. Two other research projects currently being carried out also concern the current theme of Smart Cities as well as the consumption of wines by the younger