Roundtable: Was Captain Kirk Wrong? Consumer Behavior Research and the “Prime Directive”

Meryl P. Gardner, University of Delaware, USA
This roundtable seeks to encourage open discussion of possible unintended negative consequences of well-intentioned consumer research. We seek to increase awareness of our assumptions about our ability to determine what enhances consumer well-being, and to promote a dialog toward assessing and minimizing any possible harm from our work.
[ to cite ]:
Meryl P. Gardner (2014) ,"Roundtable: Was Captain Kirk Wrong? Consumer Behavior Research and the “Prime Directive”", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 761-761.