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

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.


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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 761-761.


Meryl P. Gardner, University of Delaware, USA


NA - Advances in Consumer Research Volume 42 | 2014

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