Transformative Consumer Research in the Asia Pacific Region

This Special Session has been created to accompany the Roundtable on Transformative Consumer Research in the Asia Pacific Region. The session will introduce some of the panelists as well as offer some insight into their perspectives of how TCR is doing in the Asia Pacific region. Ekant Veer, Lisa Cavanaugh and Sameer Deshpande will present during the session that highlights the importance of TCR as well as the role that TCR plays in the Asia Pacific region and globally. The session will provide a mix of both underlying theories driving TCR as well as some new research. As such, the session would be of interest to emerging and experienced Transformative Consumer Researchers alike.


Ekant Veer, Lisa Cavanaugh, and Sameer Deshpande (2011) ,"Transformative Consumer Research in the Asia Pacific Region", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: -.


Ekant Veer, University of Canterbury, New Zealand
Lisa Cavanaugh, University of Southern California, USA
Sameer Deshpande, University of Lethbridge, Canada


AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011

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