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Transformative Consumer Research



Transformative Consumer Research is a movement that seeks to encourage, support, and disseminate research that contributes to the well-being of consumers, environments, and societies across the world. 


Transformative Consumer Research includes a diversity of well-being topics, problems, and opportunities. We use multiple perspectives, interdisciplinary approaches, and methodologies from consumer behavior, the social sciences (e.g., psychology, sociology, anthropology), governmental and corporate policies, service industries, marketing strategy, and other domains that can positively impact well-being.


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Dr. David Glen Mick

The term, Transformative Consumer Research (TCR), emerged from a foundational speech delivered by Dr. David Glen Mick at the Association for Consumer Research (ACR) conference in 2005. In his Presidential address, Mick advocated for a shift in consumer research towards more socially responsible and impactful studies. He emphasized the need for research that not only advances knowledge, but also actively contributes to the betterment of society by addressing issues like addiction, overconsumption, and social inequality. Mick's call to action resonated with many researchers, leading to a collaborative movement that seeks to use consumer research as a tool for positive social change.

Read the full Presidential address here.

Defining Qualities

In their introduction to the book, Transformative Consumer Research for Personal and Collective Well-Being, David Mick, Simone Pettigrew, Cornelia Pechmann and Julie Ozanne identify six defining qualities and commitments of Transformative Consumer Research, illustrated in the hive diagram. 


Adapted from Mick, David Glen, Simone Pettigrew, Cornelia Pechmann, and Julie L. Ozanne (2012), “Origins, Qualities, and Envisionments of Transformative Consumer Research,” in Transformative Consumer Research for Personal and Collective Well-Being, ed. David Glen Mick, Simone Pettigrew, Cornelia Pechmann, and Julie L. Ozanne, New York: Routledge, 3-24.


Conferences are the heart of the TCR movement. TCR hosts two types of conferences, which take place on alternate years. The dialogical conferences entail structured, deep and engaged conversations in which participants commit to working on a social theme throughout the entire conference. The impact festivals showcase best practice for achieving societal impact.

Learn more about our upcoming conferences below.

Foundational Readings

The readings below will help you explore the world of Transformative Consumer Research

Presidential Address: Meaning And Mattering Through Transformative Consumer Research

David Glen Mick

Advances in Consumer Research


The Transformative Consumer Research Movement

Brennan Davis, Julie L. Ozanne, Ronald Paul Hill

Journal of Public Policy & Marketing


Assessing The Societal Impact Of Research: The Relational Engagement Approach

Julie L. Ozanne, Brennan Davis, Jeff B. Murray, Sonya Grier, Ahmed Benmecheddal, Hilary Downey, Akon E. Ekpo, Marion Garnier, Joel Hietanen, Marine Le Gall-Ely, Anastasia Seregina, Kevin D. Thomas, Ekant Veer

Journal of Public Policy & Marketing



Learn about our branding and download TCR logos, brand guide and imagery.

Learn about our mission, vision, history and more.

Learn about the committee members who support TCR

Learn about our harassment  and diversity policies

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