The Consumer Science & Marketing Strategy (COSMAS) research group is an interdisciplinary team committed to transforming our comprehension of consumer behavior and marketing strategies across evolving digital and physical touchpoints. We use cutting-edge methodologies, including AI cognition, behavioral models, and immersive research environments, to conduct rigorous studies that investigate how consumers navigate hybrid experiences and service-oriented ecosystems to foster responsible consumption and sustainable choices. Our mission is to generate knowledge with profound ethical impact, contributing to well-being, diversity, and a prosperous planet through global collaborations that bridge traditional and emerging paradigms of consumer interaction.