My PhD thesis centers on exploring the connection between happiness and consumption within the context of mass media narratives and consumer culture ideologies. It investigates how technological advancements have influenced perceptions of happiness, consumer behavior and societal values. By employing Consumer Culture Theory (CCT), the thesis aims to dissect the intricate relationship between media-driven consumption ideologies and individual and societal notions of happiness, providing deep insights into contemporary consumer culture and its implications.

I am also a member of the LASKU research project that investigates how consumers adapt to the decrease in consumption opportunities caused by crisis conditions and the declining standard of living. The project is led by docent, university teacher Samuel Piha and is funded by Liikesivistysrahasto (the Foundation for Economic Education) for 2024-2026.