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    The Practice of Transformative Consumer Research – Some Issues and Suggestions

    Access Status
    Fulltext not available
    Authors
    Ozanne, J.
    Pettigrew, Simone
    Crockett, D.
    Firat, A.
    Downey, H.
    Pescud, M.
    Date
    2011
    Type
    Journal Article
    
    Metadata
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    Citation
    Ozanne, J. and Pettigrew, S. and Crockett, D. and Firat, A. and Downey, H. and Pescud, M. 2011. The Practice of Transformative Consumer Research – Some Issues and Suggestions. Journal of Research for Consumers. 19.
    Source Title
    Journal of Research for Consumers
    ISSN
    1444-6359
    URI
    http://hdl.handle.net/20.500.11937/24059
    Collection
    • Curtin Research Publications
    Abstract

    Transformative consumer research (TCR) is a new academic initiative among researchers committed to studying the role consumption plays in the major social problems of our day. These problems may involve the over consumption of products among the obese, the addicted, and the materialistic, or the under consumption of products among the hungry, the homeless, and the poor. The goal of transformative research is to do practical research that can be used by consumers, activists, policy makers, and businesses to improve consumer well-being. In this article, we propose rethinking the way that research is traditionally conducted in consumer research to make it more conducive to achieving TCR objectives. We start with the conventional approaches to consumer research and then offer alternative approaches to increase the likelihood that research will deliver useful and useable results.

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