This roundtable focuses on how consumer research can be directed toward making beneficial differences in the lives of consumers. At the 2005 North American ACR Conference, a Transformative Consumer Research (TCR) Task Force called ACR members to develop and act upon ideas for enhancing the quality of consumers’ lives. This roundtable is proposed with this spirit in mind. The purpose of the TCR roundtable is twofold: 1) to initiate a dialogue on Transformative Consumer Research within the EACR community and 2) to bring to light factors that facilitate and factors that constrain research designed for and directly conveyed to consumers. Particular questions to be addressed include: How can TCR projects be encouraged in Europe; what specific issues do European TCR researchers face; how can EACR and ACR as a whole aid European TCR researchers; and finally, what avenues for collaboration and future research exist amongst European TCR researchers. Experienced and aspiring researchers interested in TCR will find value in the session.


Eric Arnould, Soren Askegaard, and Marvin Goldberg (2007) ,"Participants:", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research.


Eric Arnould, University of Arizona, USA
Soren Askegaard, University of Southern Denmark, Denmark
Marvin Goldberg, Penn State University, USA


E - European Advances in Consumer Research Volume 8 | 2007

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