The theme for the 2017 Transformative Consumer Research (TCR) conference was Relational Engagement to Escalate Impact. We proposed 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 continued the tradition of two track types at TCR 2017: Track 1 and Track 2. TCR 2017 had 15 tracks that are the Track 1 type. Track 1 was 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 had 10 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.
Track 1: Relational Engagement to Escalate Societal Impact
Track 1 had 15 tracks with a common goal: to address some of the most pressing societal problems in our world. The dialogues we began at this conference may build capacity for years to come. We invited participants to apply from academia, industry, non-profit, government and communities.
For an overview of all available open tracks in Track 1, click here.
For information on the specific Track 1 topics see here:
- A Collaborative Effort: Facilitating Financial Well-being through an Understanding of Healthcare Pricing and Consumer Financial Decision Making
- An Eclectic Approach to Understanding Sustainable Consumption: Implications for Marketing and Public Policy
Track 2: Action and Engagement
These tracks experimented with new ways to do team-based research toward real transformation and were aimed at either furthering empirical work in key substantive areas, deepening engagement with key stakeholders, or developing action components. Unlike the dialogical tracks, Track 2 involved longer-term projects.
Track 2 participation was determined as part of the track proposal process that was open earlier in summer 2016. Please consider submitting a Track 2 type proposal for TCR 2019 during the open call for new tracks in spring/summer of 2018. TCR 2019 will be held at Florida State University and chaired by Maura Scott and Martin Mende!
For overviews of Track 2 and the chair bios click here.
For information on specific Track 2 topics:
- Emerging Issues in Food Policy and Consumer Decision Making based on Restaurant Menu Labeling
- Exploring New Ways How Financial Service Organizations Can Improve the Financial Well-Being of Vulnerable Consumers
- Exploring their Stories: The Role and Impact of Narratives in the Stigmatization Process
- Poverty Alleviation through Transformative Relationships: Escalating the Long-term Impact of Short-term Interventions
New to TCR?
Here is a recent article on the history of the Transformative Consumer Research Movement on the American Marketing Association’s website with a free download of the original article that is forthcoming in the Journal of Public Policy & Marketing.
Read more about Relational Engagement in an American Marketing Association feature called “Making Research in Business Have More Impact: A Relational Engagement Approach” which summarizes an article by Ozanne et al. (2016) in the Journal of Public Policy & Marketing, “Assessing the Societal Impact of Research: The Relational Engagement Approach,” which is itself a product of a track dialogue at the 2013 TCR conference.