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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October 03, 2022

TCR 2023 Track 1 Call for Applications Now Open

Please find below short descriptions for each Track 1 accepted proposal. To find out more about a track, please click on the link below the short description. 

Click Track 1 Summaries to find brief descriptions of all accepted sessions for TCR 2023 Track 1 and details of how to apply the track of your choice.

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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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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 2023 Track 1 Call for Applications

Click Read More to find brief descriptions of all accepted sessions for TCR 2023 Track 1.

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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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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: AMA 2023 Marketing and Public Policy Conference

The 2023 AMA and Public Policy Conference with the theme "Policy and Change: The Role of Marketing and Public Policy in a Securing a Sustainable Future" will take place in Arlington, VA in June 8-10, 2023. The conference aims to uncover and explore the actions of consumers, policymakers and businesses that—either purposefully or unintentionally—promote or hinder progress towards creating a sustainable future.

Submission deadline: November 11, 2022

Conference Co-Chairs: Beth Vallen & Jeremy Kees

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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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What Matters: Factors Influencing Gay Consumers’ Evaluations of “Gay-Friendly” Corporate Activities

Gillian W. Oakenfull

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Dog parks and coffee shops: Faux diversity and consumption in gentrifying neighborhoods

Sonya A. Grier
Vanessa G. Perry

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Transformative service research: An agenda for the future

Laurel Anderson
Amy L. Ostrom
Canan Corus
Raymond P. Fisk
Andrew S. Gallan
Mario Giraldo
Martin Mende

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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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Immigration, Culture, and Ethnicity in Transformative Consumer Research

David Crockett
Laurel Anderson
Sterling A Bone
Abhijit Roy
Jeff Jianfeng Wang
Garrett Coble

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Omission and Commission as Marketplace Trauma

Aronté Marie Bennett
Stacey Menzel Baker
Samantha Cross
J. P. James
Gregory Bartholomew
Akon E. Ekpo
Geraldine Rosa Henderson
Martina Hutton
Apoorv Khare
Abhijit Roy
Tony Stovall
Charles Ray Taylor

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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.