Taking the Transformative Consumer Research movement global

Nil Özçağlar-Toulouse and James E. Burroughs. Introduction to the special issue on transformative consumer research of Journal of Marketing Management, 30:17-18, 1723-1727.

It has now been almost 10 years since David Mick beseeched the consumer research community to do better in terms of looking out for the welfare of the consumer and not just their own academic interests. Since Mick’s plea, a grass-roots movement has taken hold within consumer research, one with little formal structure and even fewer formal roles. Yet the movement has produced a remarkable growth of research directed at consumer welfare (…)

Read full text on: http://dx.doi.org/10.1080/0267257X.2014.960231