ALIGNED GROUPS

Transformative Advertising Research, or TAR is a new subfield of advertising. TAR examines problems and opportunities across the advertising system with the goal of transforming it toward better outcomes, namely cultivating individual, institutional, and societal well-being.

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.

Consumer Culture Theory (CCT) is an interdisciplinary field of research oriented around developing a better understand of why consumers do what they do and why consumer culture takes the forms that it does. Theorists focus on understanding the interrelationships between various material, economic, symbolic, institutional, and social relationships, and their effects on consumers, the marketplace, other institutions, and society.

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.