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A commentary on transformative consumer research: Musings on its genesis, evolution, and opportunity for scientific specialization

Author

Listed:
  • Martin Mende

    (Arizona State University)

  • David Glen Mick

    (University of Virginia)

Abstract

Transformative Consumer Research (TCR) was launched in 2005 with the intention to improve and maintain well-being as it is affected by the immense growth and array of worldwide consumption activities. In many respects, through the efforts of a multitude of people, TCR has flourished. But businesses, societies, technologies, and ecologies are also evolving, and TCR has related gaps of thinking and doing. To continue its evolution, and to ultimately realize its potential to become a successful ‘scientific specialty,’ TCR needs to undertake more ground-breaking goals and projects if it is to achieve its valiant mission. In this commentary, we sketch TCR’s development and assess its disciplinarity and opportunities through literature on the science of science. From those insights, we offer a range of options and activities that TCR adherents should consider in order to foster new, courageous, and valuable ventures.

Suggested Citation

  • Martin Mende & David Glen Mick, 2024. "A commentary on transformative consumer research: Musings on its genesis, evolution, and opportunity for scientific specialization," AMS Review, Springer;Academy of Marketing Science, vol. 14(3), pages 182-193, December.
    • Handle: RePEc:spr:amsrev:v:14:y:2024:i:3:d:10.1007_s13162-024-00285-7
    DOI: 10.1007/s13162-024-00285-7
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