The Transformative Consumer Research Movement

Brennan Davis, Julie L. Ozanne, and Ronald Paul Hill
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Key Takeaways

The Transformative Consumer Research (TCR) movement was formally started in 2015 by David Mick after decades of this kind of work by many of our top consumer researchers.

Since 2005, TCR has held five successful biennial conferences and grown in membership and accomplishment.

The core of TCR’s growth is the dialogical conference, a space of possibility where small groups of researchers who share common commitments to social problems (i.e., tracks) can come together for an extended period to engage in democratic dialogue.

Article Snapshots: Executive Summaries from the Journal of Public Policy & Marketing

In this essay, we explore the emergence, growth, and future of the transformative consumer research (TCR) movement.

The Transformative Consumer Research (TCR) movement has gained significant traction over the last decade. However, the flamebearers of the future generation needs a history of the movement in order to understand its genesis. We describe the way the events of this exciting area called TCR have unfolded since 2005.

In this essay, we describe each of the five conferences in detail, offering insights about what we learned from each and how the insights from each informed the next. We catalog the successes of the dialogical conferences and their research publications. Finally, we offer suggestions for the future of TCR, which is a grassroots movement directed by researchers who care about making a difference on the issues that affect individual and societal well-being.

We find that TCR has thrived on innovation coming from dialog. As the democratic process of dialog unfolds, researchers have generated foundational conceptual papers on important social topics that are well cited and win awards. In the future, we encourage more relational engagement with nonacademics to increase societal impact of our work.​



Society has long been concerned about the relevance of academic research. While TCR continues to embrace the belief that theory development is essential to decontextualized advancement, we propose that research must also have a strong potential for societal impact. Thus, TCR is a movement of researchers who wish to be relevant on issues like poverty, sustainability, food well-being, social conflict, stigma and injustice, to name a few of the problems we feel compelled to address.​




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Questions for the Classroom

  • What makes TCR a "movement"?
  • Why do you think TCR has gained ground so quickly among academics, especially among early career researchers?
  • What do you think TCR should do in the next decade?


Full Article
Davis, Brennan, Julie L. Ozanne, and Ronald Paul Hill (2016), “The Transformative Consumer Research Movement,” Journal of Publication Policy & Marketing, 35 (2), 159-169.
doi: http://dx.doi.org/10.1509/jppm.16.063


Brennan Davis is the Hood Professor of Marketing and Associate Professor of Marketing at the Orfalea College of Business, California Polytechnic State University (e-mail: bdavis39@calpoly.edu).



Julie L. Ozanne is Professor of Marketing in the Department of Marketing and Management at the University of Melbourne (e-mail: julie.ozanne@unimelb.edu.au)






Ronald Paul Hill is Richard J. and Barbara Naclerio Endowed Chairholder, Villanova University 
 (e-mail: ronald.hill@villanova.edu).


Author Bio:

 
Brennan Davis, Julie L. Ozanne, and Ronald Paul Hill
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