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. These Track 1 type tracks are open to new applications now.
TCR 2017 also has 9 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. Due to the focus on data collection or action planning in the year prior to the 2017 TCR conference, Track 2 type tracks are closed to new applications. However, we list both here so that everyone can see the collective work of TCR and be inspired about the future!
Track 1: Relational Engagement to Escalate Societal Impact
Track 1 has 15 tracks with a common goal: to address some of the most pressing societal problems in our world. The dialogues we begin at this conference may build capacity for years to come. We invite 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 to which you can apply 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 experiment with new ways to do team-based research toward real transformation and are 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 involves longer-term projects. There is no open call for track members in these experimental tracks.
For information on the specific Track 2 topics click here. Again, note that applications are only open for Track 1 at this time. 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 (not currently open for applications):
- 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.
Applicants selected to participate in the conference will commit to:
Working with their track’s group members on pre-conference work preparations
Engaging in focused dialog about the track’s topic at the conference
Presenting a summary of the track members’ ideas at the end of the conference
Contributing to post-conference activities, including publication opportunities
For those people unfamiliar with the dialogical TCR conference, each conference typically produces at least one special issue. For examples, see the special issues of the Journal of Public Policy & Marketing (spring 2011), the Journal of Business Research (issue 66, 2013), and the Journal of Marketing Management (volume 30, issue 17-18, 2014). The next special issue, a product of the 2015 TCR conference, will be in the Journal of Public Policy & Marketing (forthcoming). TCR published a special issue in the Journal of Consumer Research (2008).
TCR: Important Pressing Social Problems
The purpose of the TCR conference is to address some of the most pressing global problems. Each track will consist of 8-10 people who commit to working on the social problem throughout the entire time of the conference, and before and after it as well. Rather than the traditional conference in which the expertise of a few people is explored, these dialogical tracks seek to explore the distributed intelligence across a group of people who possess a shared interest in the transformative consumer topic.
How Were TCR 2017 Tracks Formed?
We typically post an open call for track proposals about one year prior to a TCR conference, which is held every other year. The call for new track themes for TCR 2017 was in spring 2016. The next call for proposal will be in spring of 2018 for TCR 2019 at Florida State University!
Catalytic Research Relationships
We will select participants who have demonstrated some sustained interest in the track’s identified social problems. Since most of the tracks are intersections of social problems, the sustained interest may relate to one or more aspect of the track. With an eye toward incorporating diverse perspectives, we seek people from different regions of the world and backgrounds. Applicants with different levels of experience are encouraged to apply (this format is the more grassroots, bottom-up process). This conference continues the practice of reserving spots for junior scholars, including doctoral students, to help create mentorship opportunities and build capacity.
The application should include a 300-500 word statement of your research vision in PDF format as well as a separate CV in PDF format. Note that each applicant may apply to no more than two tracks, and each application should be tailored to each track’s topic.
The deadline for submissions is: November 15, 2016. Decision notification will be sent no later than December 21, 2016.
JULIE L. OZANNE
UNIVERSITY OF MELBOURNE