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Transformative Consumer Research

TCR FUNDING

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Empower your research with a grant!

2026 ACR-AMA-TCR Grant

The TCR Small Grant program is designed to encourage innovative exploratory inquiry that is consistent with TCR’s mission; provide seed funding or supplemental funding for projects where early empirical confirmation is likely to fuel future research projects or facilitate pursuit of larger grants; support research with the potential to create positive societal impact; and prioritize funding support for researchers within the TCR community working at institutions and in parts of the world where research funding is scarce. Funding for most grants will range from $1,000-$3,000.

 

Please see the full Call for Proposals for more information and application details.

TCR partners with the Association for Consumer Research, the American Marketing Assocation, and private donors to offer small grants to provide seed money and support exploratory research that aligns with TCR's mission. This funding opportunity is offered once per year, with a Call for Proposals announced here on the TCR website. Funding is available to both PhD students and academic researchers.

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2025 Recipients

Recipients of the 2025 TCR Small Grant Cycle have been announced.

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Previous Winners

Past grants support from the Sheth Foundation, ACR,

and Kellogg Foundation.

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TCR Grant FAQs

Most commonly asked questions, answered.

Past TCR Grant Award Winners

Symbolic Consumption as Self-Preservation: Psychological Vulnerabilities and Identity Repair in Low-Income Luxury Consumers

Aaliyah Wilkerson

$2,000

Award amount

2025

From Self to Shelf: Investigating the Link Between Consumer Purpose and Brand Purpose

Neha Nair

$3,000

Award amount

2025

Living with a New Me: Consumers’ Navigation of the Body-in-Charge

Vidushi Trivedi

$1,488

Award amount

2025

#AIForWellbeing: How can consumers responsibly use artificial intelligence to improve their well-being?

Varqa Shamsi Bahar

$2,950

Award amount

2025

The Unintended Consequences of Technology on the Lives of Indigenous People in the Amazon

Alison Joubert

$3,500

Award amount

2025

“Un-Covered”: Insurance Coverage Effects on Perceptions of Safety in Consumer Medical Decision-Making

Matilda Vevera

$3,000

Award amount

2025

Sustained Engagement in Prescription Digital Therapeutics for Depression: An Integrated Multiple-Stakeholder Perspective

Victoria Kramer

$3,000

Award amount

2025

Principles Over Pragmatism: Understanding Sacred Values in Consumer Behavior

Hyoseok Kim

$2,500

Award amount

2025

Effect of Blood Glucose Levels on Consumption Behavior

Elizabeth Minton

$3,000

Award amount

2025

Mindful Social Media Breaks: Scalable Mindfulness-Based Interventions to Enhance Youth Social Media Wellness

Tessa Garcia-Collart

$3,000

Award amount

2025

Art as Care: The Transformative Power of Cultural Participation for Psychologically Fragile Individuals

Carmela Donato

$3,000

Award amount

2025

Receptive to HALT: Shaping Consumer Acceptance of Life-Saving Driving Tech

Sara Williamson

$3,000

Award amount

2025

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