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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October 09, 2020

TCR researchers' impactful work win the inaugural AMA-EBSCO Award for Responsible Research in Marketing

Numerous TCR researchers had their work recognized at the AMA-EBSCO Annual Awards for their outstanding contributions to the discipline and field of marketing.

Jess Caitlin, Connie Pechmann, Sterling Bone and Jerome Williams were announced as Distinguished Winners, and Cait Lamberton, Sonya Grier, and Vanessa Perry, as Winners of the inaugural AMA-EBSCO Annual Award for Responsible Research in Marketing.

Many others featured as Finalists.  

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September 13, 2020

TCR 2020-21 Grants Announced: over $41,800 Awarded

The ACR Board and Sheth Foundation are continuing to generously provide funds to support the ACR TCR grant competition.

This year over $41,800 was awarded, with 20 grant submissions funded.

Recipients represent collaborative teams spanning the world, with work exploring topics including affects of Covid 19, social media, responses to hunger, and testing interventions to reduce social stigma related to mental health or to improve healthy food consumption.

For more details on grants, see our Grant webpage

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September 13, 2020

Tracks for TCR's 2021 Dialogical Conference Announced

The tracks for TCR's 2021 Dialogical Conference have now been confirmed. To view the 25 tracks, visit the conference website at: 

The conference will be held virtually from June 28th-29th, 2021.

Those interested in participation who are not in a track, can apply to one of the 13 Track 1 options. Deadline for Track 1 applications is Nov 1, 2020.

See the conference website for more information.

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August 14, 2020

Thomas C. Kinnear Award 2020 Winner

The Journal of Public Policy & Marketing (JPP&M) awarded the 2020 Thomas C. Kinnear Award to “The Squander Sequence: Understanding Food Waste at Each Stage of the Consumer Decision-Making Process” which appeared in the September 2016 issue (Vol. 35, No. 2) of JPP&M. The article was authored by a team that included Lauren G. Block, Punam A. Keller, Beth Vallen, Sara Williamson, Mia M. Birau, Amir Grinstein, Kelly L. Haws, Monica C. LaBarge, Cait Lamberton, Elizabeth S. Moore, Emily M. Moscato, Rebecca Walker Reczek, and Andrea Heintz Tangari.

The Thomas C. Kinnear award represents the article that made the most significant impact and contribution to the understanding of marketing and public policy issues within a three year time period.

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June 29, 2020

A Statement on TCR's Stand on Racism and Discrimination

The TCR community has dedicated its research and outreach to the examination of issues that give rise to consumer well-being or ill-being. Among these, we work on the issues of racial/ethnic, gender, socio-economic and other forms of consumer discrimination, and public policy as it pertains to the marketplace, as well as the intersection of these considerations and more. Given this orientation, it is most appropriate for us to show our support for and solidarity with protestors, currently on the streets of several major U.S. cities and beyond, as they rally against the social injustices routinely visited upon African Americans and people of color in other parts of the world.

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June 29, 2020

Springer releases downloadable content to support the Black Lives Matter Movement

When a scholarly publisher endorses the statement that Black Lives Matter, especially in the context of current societal tensions in the US and other countries, it needs to do more than just echo it.

To support the above statement and the Black Lives Matter movement, and to amplify Black voices, Springer has selected a freely available collection of relevant content.

This includes the book edited by Guillaume D. Johnson, Kevin D. Thomas, Anthony Kwame Harrison, and Sonya A. Grier, Race in the Marketplace 

To download the book, go here.

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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.

Special Issue Call for Papers: GenderS and Consumer Well-being


SI Editors: Laurel Steinfield, Martina Hutton, and Mohammed Cheded

Submission window: Jan 1-March 31st, 2021

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Special Issue Call for Papers: Mental Health and the Marketplace


SI Editors: Ann Mirabito, Jane Machin, Beth Crosby, Natalie Ross Adkins, and Justine Rapp Farrell

Submission window: Dec 1, 2020 - Jan 24, 2021

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TCR’s Dialogical Conference

Co-chairs: David Mick & Rick Netemeyer

When: Mon, June 28 - Tues, June 29th 2021

Where: Virtual platform, supported by the University of Virginia’s McIntire School of Commerce,  Charlottesville, Virginia, USA

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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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Transforming community well-being through patients' lived experiences

Andrew S. Gallan
Janet R. McColl-Kennedy
Tatiana Barakshina
Bernardo Figueiredo
Josephine Go Jefferies
Johanna Gollnhofer
Sally Hibbert
Nadina Luca
Sanjit Roy
Jelena Spanjol
Heidi Winklhofer

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Adapting traditional livelihood practices in the face of environmental disruptions in subsistence communities

Srinivas Venugopal
Roland Gau
Samuelson Appau
Kevin L. Sample
Rita C.F. Pereira

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Wisdom: Exploring the pinnacle of human virtues as a central link from micromarketing to macromarketing

David Glen Mick
Thomas S. Bateman
Richard J. Lutz

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The Global Refugee Crisis: Pathway for a More Humanitarian Solution

Clifford Shultz
Jaime Sierra
Julia R. Pennington
Maria Hokkinen
Renu Emile
Marcos Santos
Ingrid Becker
Alexander V. Krasnikov
Andres Barrios
Aronte M. Bennett

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The Case for Moral Consumption: Examining and Expanding the Domain of Moral Behavior to Promote Individual and Collective Well-Being

Yuliya Komarova Loureiro
Sara Baskentli
Stefanie M. Tignor
Julia Bayuk
Gergana Y. Nenkov
Dave Webb

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Toward a processual theory of transformation

Jeff B. Murray
Zafeirenia Brokalaki
Anoop Bhogal-Nair
Ashley Cermin
Jessica Chelekis
Hayley Cocker
Toni Eagar
Brandon McAlexander
Natalie Mitchell
Rachel Patrick
Thomas Robinson
Joachim Scholz
Anastasia Thyroff
Mariella Zavala
Miguel A. Zuniga

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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.