The theme for the 2017 Transformative Consumer Research (TCR) conference is Relational Engagement to Escalate Impact. We propose that transformative consumer researchers aiming to increase the societal impact of their scholarship should engage directly with relevant stakeholders. For maximum societal effect, this engagement needs to occur both within the research process and throughout the entire course of impact, from the creation, awareness and use of knowledge to societal impact. The relational engagement approach involves the cocreation of research with people beyond academia.
We continue the tradition of two track types at TCR 2017: Track 1 and Track 2. TCR 2017 has 15 tracks that are the Track 1 type. Track 1 is for both new and long-time TCR participants who want the chance to dialogue about a new topic together for the first time at TCR. Track 1 is a gateway into the TCR community.
TCR 2017 also has 11 tracks that are the Track 2 type. Track 2 is typically for a continuation of the research dialogue by the previous years’ conference participants that includes empirical work or action components.