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. 


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To see more of our latest news and events, keep scrolling down this page.


Recent News and Updates

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August 05, 2022

Transformative Topics

Welcome to August's Transformative Topics. In continuation of Sustainability Summer, this week we feature an article that emerged from the 2017 TCR Dialogical Conference where Naz Onel and Avinandan Mukherjee led a track on sustainable consumption, highlighting various consumer personas that can help us understand the complexity of sustainable consumer behavior.


Naz Onel, Avinandan Mukherjee, Nicole Bieak Kreidler, Estela M. Díaz, Pia Furchheim, Shipra Gupta, Jessica Keech, Mitchel R. Murdock, and Qin Wang (2018). "Tell me your story and I will tell you who you are: Persona perspective in sustainable consumption." Psychology & Marketing 35 (10): 752-765.


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August 03, 2022

Transformative Topics

Welcome to July’s second Transformative Topics, a series where we feature Transformative Consumer Research (TCR) in a topical area of consumer, environmental or societal well-being. To celebrate Sustainability Summer, this week we highlight the table of contents from the June issue of the Journal of Sustainable Marketing.

Read the full table of contents: 

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July 11, 2022

Transformative Topics

Welcome to July's Transformative Topics. In celebration of Sustainability Summer, we're featuring work that highlights sustainable consumption and the possible roles of consumers and public policy makers in addressing this issue. 


Andrea Prothero, Susan Dobscha, Jim Freund, William E. Kilbourne, Michael G. Luchs, Lucie K. Ozanne, and John Thøgersen (2011). Sustainable Consumption: Opportunities for Consumer Research and Public Policy. Journal of Public Policy & Marketing, 30(1), Pages 31-38.

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June 24, 2022

Transformative Topics

This week's Transformative Topic celebrates World Refugee Day (20th June). We highlight work led by Beatriz DeQuero-Navarro and team, exploring solutions of cooperation and constructive engagement, including innovative projects that include refugees. The best practices put forward promote sustainable and equitable development, and ultimately peace and prosperity.


DeQuero-Navarro, B., Aoun Barakat, K., Shultz, C.J. et al. (2020) From Conflict to Cooperation: A Macromarketing View of Sustainable and Inclusive Development in Lebanon and the Middle East. Environmental Management 66, 232–247.

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June 13, 2022

TCR Impact Festival featured in JPPM article

The upcoming TCR Impact Festival, which is set to occur on August 11th prior to the 2022 AMA Summer Conference in Chicago, was recently featured in the Journal of Public Policy and Marketing editorial:


Kelly D. Martin and Maura L. Scott (2022) We Get by with a Little Help from Our Friends: Progress Toward the Future and an Invitation to Approach Policy Questions Through Novel Perspectives. Journal of Public Policy & Marketing, 41 (3), 197-202.


Click here to read the article.


The TCR's Impact Festival seeks to generate best practices and scholarship for doing impactful research, using a Ted-Talk style mode of delivery and sharing. 

Everyone is welcome to attend the conference.


Click here to register for TCR's Impact Festival


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June 13, 2022

TCR grant-sponsored research wins award

Martina Hutton won the prestigious Per Ostergaard Award for Best Paper (Intellectual Contribution) at the 2022 Interpretive Consumer Research Conference.

The paper, "Hole Stories. Hole Selves: The Chaos Narrative" was based on the TCR grant Martina received to work with ex-offenders in 2018/2019. 

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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.

MASSIG - Marketing & Society Special Interest Group of AMA

Invitation to join the MASSIG community!

MASSIG members are marketing academics interested in public policy, macromarketing, social marketing, marketing ethics, transformative consumer research, diversity, sustainability, and/or subsistence markets. You are invited to help shape this community and to discuss how marketing and consumption impact our world and wellbeing.

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TCR Dialogical Conference - Call for Track Proposals

The 2023 Transformative Consumer Research (TCR) conference organisers are seeking co-chairs for individual tracks for the next TCR conference to be held at Royal Holloway, University of London on June 18 - 20, 2023.

Proposal Deadline: 31 July 2022


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Special Issue Call for Papers: Mindfulness and Consumer Well-Being


This special issue seeks papers on the role mindfulness can play in transforming consumer well-being. It aims to add to the efforts of scholars who have begun to examine the power of mindfulness on consumer well-being in the last couple of years. The special issue seeks papers related to mindfulness and mindful consumption; mindfulness and other well-being constructs; and domains of consumer well-being.  Researchers in all relevant fields and disciplines are encouraged to submit their work.

Extended Submission Deadline: August  31, 2022

SI Editors: George Milne, Shalini Bahl, Elizabeth Miller

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Special Issue Call for Papers: Theoretical Advances on the Contemporary Consumption of Religion


SI Editors: Ateeq Abdul Rauf, Samuelson Appau, and Ajnesh Prasad

Submission Deadline: November 01, 2022

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Special Section Call for Papers: Inclusive Advertising for a Better World


The expansion of various social and cultural norms across identity categories such as race, gender, sexuality, physicality, and ability underscores the need of “inclusive” advertising. The Journal of Advertising invites papers for a special section titled "Inclusive Advertising for a Better World." 

Submission Deadline: February 1, 2023

SI Editors: Giampaolo Viglia, Gopal Das,

                      Wan-Hsiu Sunny Tsai, Iryna Pentina

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Call for Papers: Diversity, Equity, Inclusion and Underrepresented Consumers Track - Winter AMA 2023

The Diversity, Equity, Inclusion and Underrepresented Consumers Track of Winter AMA 2023 invites papers that provide new perspectives on diversity, equity, and inclusion in marketing practices. The track encourages research that explores how firms and consumers affect and are affected by diversity, equity, and inclusion in marketing and how these actions create societal or firm value. 

Submission Deadline: Monday, August 22, 2022


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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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Exploring the relations in relational engagement: Addressing barriers to transformative consumer research

Maria G. Piacentini
Susan Dunnett
Kathy Hamilton
Emma Banister
Hélène Gorge
Carol Kaufman-Scarborough
Agnes Nairn

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Food access for all: Empowering innovative local infrastructure

Melissa G. Bublitz
Laura A. Peracchio
Charlene A. Dadzie
Jennifer Edson Escalas
Jonathan Hansen
Martina Hutton
Gia Nardini
Carrie Absher
Andrea Heintz Tangari

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Responsibility and Well-Being: Resource Integration Under Responsibilization in Expert Services

Laurel Anderson
Jelena Spanjol
Josephine Go Jefferies
Amy L. Ostrom
Courtney Nations Baker
Sterling A. Bone
Hilary Downey
Martin Mende
Justine M. Rapp

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Understanding poverty and promoting poverty alleviation through transformative consumer research

Christopher P. Blocker
Julie A. Ruth
Srinivas Sridharan
Colin Beckwith
Ahmet Ekici
Martina Goudie-Hutton
José Antonio Rosa
Bige Saatcioglu
Debabrata Talukdar
Carlos Trujillo
Rohit Varman

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Navigating the Central Tensions in Research on At-Risk Consumers: Challenges and Opportunities

Cornelia Pechmann
Robin L. Soster
Dante M. Pirouz
R. Craig Lefebvre
Deborah Heisley
Meryl P. Gardner
Dan Freeman
Paul M. Connell
Alan R. Andreasen
Elizabeth S. Moore

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Diving in together or toes in the water: The interplay of community and nonprofit engagement in poverty alleviation

Todd Weaver
Mark Mulder
Leslie Koppenhafer
Kristin Scott
Richie L. Liu

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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.