The Transformative Consumer Research Movement

In this essay, the authors explore the emergence, growth, and future of the transformative consumer research movement. The notion of a social movement is used to conceptualize the organizing activities of research performed with the goal of enhancing consumer well-being. The authors trace the informal/formal and individual/collective actions that support their claim that transformative consumer research is an academic movement. They reflect on the future hurdles the movement faces to remain healthy and dynamic as well as the significant synergies that exist with public policy researchers.

Keywords:

transformative consumer research  public policy  marketing  consumer welfare 

Citation:

Brennan Davis, Julie L. Ozanne, and Ronald Paul Hill (2016). The Transformative Consumer Research Movement. Journal of Public Policy & Marketing, 35(2), Pages 159-169. https://doi.org/10.1509/jppm.16.063