Transformative Consumer Research is a movement within the Association for Consumer Research community that seeks to encourage, support, and publicize research that benefits consumer welfare and quality of life for all beings affected by consumption across the world. 


We have a number of subcommittees that help us to disseminate and connect our research to practitioners, fosters partnerships between academia, industry partner and policy makers, and create bridges between funding opportunities, funders and TCR researchers.

Recent News and Updates

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August 17, 2021

New TCR Listserv

TCR has now a new Listserv. If you want to send any announcements to the listserv, you should do so by emailing

To subscribe to TCR's listserv, follow these steps:

1. Email

2. Put in the message of your email "Subscribe TCR-L Your Name" (replace 'Your Name' with your full name)

3. Leave the subject line blank.

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August 04, 2021

2021 AMA-EBSCO-RRBM Annual Award for Responsible Research in Marketing

Call for Nominations

Co-Sponsored by The Sheth Foundation

In cooperation with the Community for Responsible Research in Business and Management (RRBM)

Deadline: 1 September 2021

The purpose of this award is to recognize already-published responsible research in marketing where responsible research is defined as work that produces both useful and credible knowledge. 

For more information, click on 'read more'

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May 05, 2021

TCR's Special Issue in JPP&M Now Available

The lastest TCR Special Issue is now available in the current issue of the Journal of Public Policy & Marketing.

Volume 40, Issue 2.

Check out the editorial by Martin Mende & Maura L. Scott, "May the Force Be with You: Expanding the Scope for Marketing Research as a Force for Good in a Sustainable World"

For the content of the issue, click on 'read more'

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Upcoming Events

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Whether its engagements with practitioners, conferences or announcements of special issues, we keep you up-to-date on things you should mark in your calendar.

TCR Fall 2021 Zoom Seminar Series

When:  Monday, September 27

                Thursday, October 14  

                Monday, November 15

Where: Virtual platform

TCR’s Zoom seminar series is back for fall 2021! TCR’s Executive Leadership and Social Impact Council, an initiative to connect TCR researchers with leaders at nonprofits and public policy organizations, is hosting three fall Zoom workshops.  

Workshop 1: This workshop features Ashoka Brazil Fellow and social entrepreneur Ricardo Oliveira Neves on Monday, September 27 at 4pm Eastern/3pm Central/2pm Mountain/1pm Pacific/10pm Central Europe/9pm London. Ricardo is the author of an inspiring new book focused on well-being in the workplace, Sensemaking: Leadership By Purpose. 

More Info

Registration is required: 

Registration link

After registering, you will receive a confirmation email containing information about joining the meeting. 

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Special Issue Call for Papers: Racism and Discrimination in the Marketplace


SI Editors: Jerome D. Williams, Samanthan N. Cross, Stephanie Dellande

Submission window: until Oct 1, 2021 (with option to submit to a boutique conference - deadline March 1st, 2021)

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Special Issue Call for Papers: Communication in Global Crises: Critical Discourses on Consumption, Culture, Power, and Resistance


SI Editors: Arindam Das, Lee Edwards, and Himadri Roy Chaudhuri

Submission Deadline: October 1, 2021

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2021 ANZMAC - Deadline for submissions

The 2021 Australian and New Zealand Marketing Academy Conference (ANZMAC) is being hosted by the University of Melbourne. Submissions from the TCR community to the Transformative Consumer Research and Public Policy Track are encouraged. Submissions can be for In-Person or Online.

When: November 29th - December 1st

Submission deadline: July 12th

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Special Issue Call for Papers: Mitigation in Marketing


SI Editors: Current co-editors and associate editors of JMR, plus guest associate editors

Submission Deadline: January 15, 2022

Special Issue Planned Date: 2023

The Journal of Marketing Research Special Issue editorial team welcomes all approaches to examining relevant issues, including behavioral, empirical, analytical, and strategy-based perspectives on mitigation in marketing (MiM)

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Special Issue Call for Papers: Climate Change - Consumer Understanding, Response, and Interventions


SI Editors: Karen Page Winterich, Rebecca Walker Reczek, Bryan Bollinger

Submission window: February 1- April 1, 2022

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 If you have an upcoming event or call you'd like us to distribute, contact us at

Get to Know Us

Research Impact

Engagements with industry partners and public policy makers, award winning articles and grant recipient projects are just some of the ways we make an impact in academia and society at large

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TCR’s conferences offers researchers and practitioners an opportunity to engage in dialogue -- sharing knowledge, data, and perspectives. Together we can advance research, knowledge, practices, and actions that can improve consumer well-being.

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Our Research

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Dangerous double dosing: How naive beliefs can contribute to unintentional overdose with over-the-counter drugs

Jesse R. Catlin
Cornelia (Connie) Pechmann
Eric P. Brass

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Rejected, shackled, and alone: The impact of systemic restricted choice on minority consumers' construction of self

Sterling A. Bone
Glenn L Christensen
Jerome D Williams

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Big Picture, Bad Outcomes: When Visual Perspectives Harm Health Goal Pursuit

Jason Stornelli
Beatriz Pereira
Richard J. Vann

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Transformative consumer research: Its origins and possible enrichment of the field of consumer research in South Africa

Leona M. Ungerer

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Consumer Wisdom for Personal Well-Being and the Greater Good: Scale Development and Validation

Michael Gerhard Luchs
Kelly L. Haws
David Glen Mick

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Operationalizing Critical Race Theory in the Marketplace

Sonja Martin Poole
Sonya A. Grier
Kevin D. Thomas
Francesca Sobande

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If you have a publication that you would like to feature on this page, please fill out this form.

Engage with Us

TCR creates opportunities for engagements between practitioners, funders and researchers, and supports efforts of scholars and practitioners to disseminate and publicize their research and work, and obtain mentoring and advice on grant applications.

While many of these opportunities are freely available, we encourage scholars and practitioners to become a member of the Association of Consumer Research to help continue funding our work and to obtain additional benefits.