Cross-Cultural and Public Purpose Consumer Research


Updated instructions for the ACR/Sheth Foundation Dissertation Awards; Deadline 9 Aug 2021


Author: Ana Valenzuela

2021 ACR/Sheth Foundation Dissertation Awards for Topics Cross-Cultural and Public Purpose Consumer Research

The purpose of these awards is to support the data collection efforts of new dissertations or those in the preliminary stages of development; awards are designed for dissertation projects initiated in academic year 2020-2021 and designed for completion in 2021-2022. This year the Sheth Foundation has kindly supported this initiative with an award of $10,000, which will be used to fund between two and four doctoral research awards.

Eligible dissertation topics can deal with any aspect of (1) cross-cultural or global consumer behavior or (2) the public purpose of consumer research, which includes studies of social marketing issues or transformative consumer research related to individual, family, societal, or ecological well-being. Topics in the public purpose track can range from “bright-side” issues in consumer behavior (e.g., voluntary simplicity, environmentally efficacious behaviors, healthy eating, possession sharing/communal consumption, household saving and retirement, exercise) to “dark-side” issues in consumer behavior (e.g., addictions, crime, homelessness, poverty, excessive gambling, credit card debt, obesity), and also include other general subjects such as financial literacy, health care decision making, product safety, computer entertainment and virtual reality, elderly consumers, and handicapped consumers.

Ph.D. candidates at the post-comprehensive exam, dissertation stage should submit proposals no later than Monday, August 9th, 2021.

Proposals must be submitted using this link

There is a firm limit for proposals of 12 double-spaced pages, including references and all tables/figures (12-point font and one-inch margins). The first page should include the title and abstract but no author information. The proposal should describe the research objectives, overview the proposed methodology, and specify anticipated contributions.

A cover letter from the applicant’s dissertation advisor must be submitted to Professor Ana Valenzuela at The cover letter must include: an email and regular mail for both the applicant and advisor and specify the track in which the proposal is to be judged–either the cross-cultural/global track or the public purpose track.

A committee of consumer behavior scholars will evaluate the proposals and make selection decisions. Standard selection criteria will be invoked (importance, sophistication, rigor, etc.). Particular emphasis will be placed on whether the proposed research addresses important and exciting questions about either of the two general topic areas described above.

Awardees will be selected and notified in September 2021. Funds will be discharged shortly thereafter. Awardees will also receive a plaque, which would be mailed directly to them since the ACR conference is online this year.

The only stipulation in accepting this award is that the recipients acknowledge the financial contribution of the Sheth Foundation in any forthcoming publications extending from the award.

Please address questions you might have to Professor Ana Valenzuela (Zicklin School of Business, Baruch College and ESADE – Ramon Llul University) at