- To identify trends in consumption society and in health consumer behavior.

- To fully analyze health consumer behavior theoretical models;

- To analyze and understand health consumer decision making as a process composed by different steps and specificities.

- To understand and analyze health consumer behavior as interaction with individual and socio-cultural characteristics.

- To define and understand health consumer jourrney and experience.

- To mobilise the various concepts that explain the multidimensional architecture of the current and future health consumer, and the various interfaces with the pharmaceutical industry, to produce partnership strategies.