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Transformative Consumer Research



The Marketing and Society Special Interest Group (MASSIG) serves as a convivial gathering point for marketing academics interested in the impacts that Marketing has on our world – both positive and negative. We believe that Marketing holds substantial potential for improving the lives of a society’s members, and seek to study means of achieving such goals. We seek to foster scholarly research on societal issues, to facilitate dissemination of scholarly research findings; to promote teaching of societal issues in marketing courses; and to facilitate interaction about societal issues among academic, business, and government sectors.

Association for Consumer Research

The Association for Consumer Research is a collection of academics, practitioners, and government leaders devoted to the study of consumer behavior. Together, ACR members use a variety of cutting-edge research methods to uncover consumer insights and disperse this knowledge to improve consumer, business, and social outcomes.


SERVSIG serves people worldwide who are interested in services research. SERVSIG was founded by Ray Fisk in 1993 as a special interest group of the American Marketing Association. Since then, SERVSIG has sponsored numerous panels and sessions at the AMA Educators’ Conference while also hosting its own international conference. Also, SERVSIG hosts an annual SERVSIG Doctoral Consortium at the AMA Frontiers in Services Conferences.


In 2016, we saw the birth of GENMAC, an organization formed by a diverse group of marketing scholars that is focused on gender research in marketing and consumer behavior. GENMAC, and its accompanying advisory board, seek to bring together voices of all constituents interested in gender, marketing and consumer behavior research and serves to more formally support the continued tradition of the Gender, Marketing and Consumer Behavior conference.

American Marketing Association

The AMA leads an unparalleled discussion on marketing excellence. Continuing in the tradition of Borden and so many others, the AMA offers differentiated content that focuses on the tension between Best Versus Next Practices. With content coming from unrivaled scholarly journals, like the Journal of Marketing, and award-winning publications, like Marketing News, the AMA offers a robust perspective that understands marketers are expected to provide both solutions for today and solutions for tomorrow.

Multicultural Marketplaces

Our network includes academics and practitioners interested in encouraging and enabling marketing activities that create positive experiences of consumers and organisations in multicultural societies. Our goal is to share and provide science insight into the multiple facets of consumers’ cultural diversity and the impacts of cultural meanings created and promoted by organisations and brands on well-being of individuals and communities, and on intercultural relations.

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