Disseminating Transformative Consumer Research: Getting Research Results Out of the Tower and Into Consumers’ Lives

Discussion Leaders:

Stacey Menzel Baker, University of Wyoming
David Hunt, University of Wyoming
David Mick, University of Virginia


  Natalie Adkins, Creighton University
  Stacey Baker, University of Wyoming
  Stephen Burgess, University of Cape Town
  Ron Hill, University of South Florida-St. Petersburg
  David Hunt, University of Wyoming
  Jim Gentry, University of Nebraska
  Sonya Grier, University of Pennsylvania
  Geraldine Henderson, Northwestern University
  Punam Keller, Dartmouth 
  David Mick, University of Virginia
  Julie Ozanne, Virginia Tech
  Connie Pechmann, University of California, Irvine
  Lisa Penaloza, University of Colorado
  Joe Plummer, Advertising Research Foundation
  Priyali Rajagopal, Southern Methodist University
  Debra Ringold, Willamette University
  Madhu Viswanathan, University of Illinois
  Jeff Wang, City University of Hong Kong
  Jerome Williams, University of Texas - Austin
  Brian Wansink, Cornell

Quite simply, this roundtable focuses on how to talk to real consumers about our research findings. At last year’s ACR meeting, the Transformative Consumer Research (TCR) Task Force called members to develop and act upon the ideas for enhancing the quality of consumers’ lives. This roundtable was developed with this spirit in mind. The purpose of the Disseminating TCR roundtable is twofold: 1) to further develop and clarify appropriate mediums for reaching consumers with transformative research, and 2) to bring to light existing resources where synergistic interest in substantive TCR topics generates opportunities for collaboration in the dissemination of transformative research to consumer audiences. Particular questions to be addressed include: Where, how, and to whom should our findings be communicated? Who should/could be involved in dissemination the findings? How can we leverage relationships to facilitate the information dissemination? Experienced and aspiring transformative consumer researchers will find value in the session. 

[ to cite ]:
(2007) ,"Disseminating Transformative Consumer Research: Getting Research Results Out of the Tower and Into Consumers’ Lives", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 83.