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 19, 2020

TCR Conference - Nov 1st Deadline for Track 1 Submissions

Consumer researchers are invited to review on the TCR 2021 Transformative Consumer Research conference website the 13 Track 1 sessions which will be open to applications from September 15th to November 1st.  We still have openings for Track 1 applications.  Check out the conference website and consider joining us!

To apply to a track, go to - - and expand to read more about the track in which you are interested in applying. The 'Apply Now' button is located within each track's expanded view.

The 2021 Transformative Consumer Research conference, hosted by the McIntire School of Commerce at the University of Virginia, will involve 25 varied tracks, now listed and described on the conference website. Click on the "Read More" button to check these out!

Questions about the conference can be directed to the conference co-chairs, David Mick and Rick Netemeyer, via


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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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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: Pandemics and Consumer Well-being


SI Editors: Elizabeth Minton, Debasis Pradhan, Arindam Das, and Himardi R. Chaudhhuri

Submission window: until Oct 31, 2020

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TCR's 2021 Dialogical Conference - Apply to a Track 1

TCR's 2021 Dialogical Conference is to be held virtually from June 28-29, 2021. 

The conference, which is based on a dialogical model of research collaboration, in which participants convene in small groups to discuss how to advance the research areas of focus, has 13 different Track 1 options to which interested academics or practitioners can apply.

For a list of the track options, refer to the conference website.

Deadline for applications to a Track 1 session: Nov 1, 2020. 

Notifications for acceptance to Track 1: Dec 1, 2020.

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Marketing & Public Policy Conference Call for Papers

The AMA Marketing and Public Policy Conference (MPPC) is the premier international event for marketing academics, public policy makers and marketing practitioners interested in social and public policy. The 2021 event will take place June 24-26 in Washington, DC.

Deadline for submissions: November 1, 2020

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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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Consumer ethnicity three decades after: a TCR agenda

Luca M. Visconti
Aliakbar Jafari
Wided Batat
Aurelie Broeckerhoff
Ayla Özhan Dedeoglu
Catherine Demangeot
Eva Kipnis
Andrew Lindridge
Lisa Peñaloza
Chris Pullig
Fatima Regany
Elif Ustundagli
Michelle F. Weinberger

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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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Consumer wisdom: a theoretical framework of five integrated facets

Michael Gerhard Luchs
David Glen Mick

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Materialism: the good, the bad, and the ugly

L. J. Shrum
Tina M. Lowrey
Mario Pandelaere
Ayalla A. Ruvio
Elodie Gentina
Pia Furchheim
Maud Herbert
Liselot Hudders
Inge Lens
Naomi Mandel
Agnes Nairn
Adriana Samper
Isabella Soscia
Laurel Steinfield

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Marketing as a Means to Transformative Social Conflict Resolution: Lessons from Transitioning War Economies and the Colombian Coffee Marketing System

Andrés Barrios
Kristine de Valck
Clifford J. Shultz II
Olivier Sibai
Katharina C. Husemann
Matthew Maxwell-Smith
Marius K. Luedicke

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The Stigma Turbine: A Theoretical Framework for Conceptualizing and Contextualizing Marketplace Stigma

Ann M. Mirabito
Cele C. Otnes
Elizabeth Crosby
David B. Wooten
Jane E. Machin
Chris Pullig
Natalie Ross Adkins
Susan Dunnett
Kathy Hamilton
Kevin D. Thomas
Marie A. Yeh
Cassandra Davis
Johanna F. Gollnhofer
Aditi Grover
Jess Matias
Natalie A. Mitchell
Edna G. Ndichu
Nada Sayarh
Sunaina Velagaleti

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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.