Consumption research in IULM University Italian sociology used to suffer both methodological and ethical critics. But this discipline has recently developed alliances with semiotics, anthropology, semantics, useful for gaining new methodological strengths and credibility One of the most important consequences is the growing importance of sociosemiotics that considers as not pertinent the distinction among social phenomena and textual phenomena. Therefore is possible to consider as a sort of text also the consumption. And this is important if one wish to put under an olistic view and on same level for example consumption behavior, lay outs, colors, lights, furniture of a shopping center. That is what is happening in IULM University as prove the following papers.