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
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.
"We must invite nonprofit, governmental, and nongovernmental leadership to all stages of the discovery process so that their perspectives result in less legislative gridlock and more positive momentum to create real change."
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.
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?
Davis, Brennan, Julie L. Ozanne, and Ronald Paul Hill (2016), “The
Transformative Consumer Research Movement,” Journal of Publication Policy &
Marketing, 35 (2), 159-169.
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: email@example.com).
Julie L. Ozanne is Professor of Marketing in the Department
of Marketing and Management at the University of Melbourne (e-mail: firstname.lastname@example.org)
Ronald Paul Hill is Richard J. and Barbara
Naclerio Endowed Chairholder, Villanova University (e-mail: email@example.com).