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Transformative Consumer Research

Introduction

Pre-Conference Workshop on Transformative Consumer Research, Latin American Conference of the Association for Consumer Research, Sao Paulo, 31 Jul 2008; Deadline 9 May

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Call for Submissions
Pre-Conference Workshop on Transformative Consumer Research

Latin American Conference of the Association for Consumer Research
July 31, 2008

Workshop co-chairs

Teresa Pavia, University of Utah, Salt Lake City, UT, teresa.pavia@business.utah.edu
Marlys Mason, Oklahoma State University, Stillwater, OK, m.mason@okstate.edu

On the day before the opening sessions of the 2008 Latin-American Conference of the Association for Consumer Research (Sao Paulo, Brazil) Thursday, July 31st a workshop on Transformative Consumer Research will be held.

Transformative consumer research has emerged as a new organizing principle in ACR encompassing a wide range of consumer research. Its end goal is to increase consumer welfare because healthy, financially stable well-educated consumers will lead to a better environment for business and consumers alike.

Research that supports consumer welfare includes topics such as

  • Consumer finances: examples include household credit management, financial literacy and access to financial resources.
  • Nutrition: examples include consumer understanding of food labels and the role these play in helping the consumer’s eat a balanced diet.
  • Health: examples include devising promotion messages that break through everyday clutter and lead to health inducing behaviors.
  • Pro-environmental behaviors: examples include identifying methods to encourage recycling or sustainable consumption practices
  • Business formation: examples include social and economic programs that motivate consumers to develop more personal resources by engaging in entrepreneurial and grassroots activities.

This pre-conference workshop has three areas of interest.

  • Roundtable discussion: What is the big picture behind TCR. How does TCR differ from social marketing? How does TCR actually advance business excellence? How do TCR researchers anticipate their work will be used?
  • Roundtable discussion: What are some unique aspects of doing TCR research? What obligation does the researcher have to make his/her findings available to the public? Is this someone else’s job? Does TCR research require access to a different subject pool than is traditionally used?
  • Participants will present current research topics on TCR, either completed research or works in progress.

Participants who are active in TCR and those who simply have an interest in this topic are encouraged to attend.

Scholars who wish to be part of one or both roundtable discussions as a panel leader are encouraged to submit an abstract related to these topics (300-500 words). Scholars who wish to present current research topics related to TCR, either completed research or works in progress, are encouraged to submit an abstract (300-500 words).

Submission and Decision Deadlines

Submissions must be received no later than Friday, May 9, 2008. Notification of acceptance in all categories will be made by May 30, 2008.

Please feel free to contact either session organizer with questions.