Transformative Consumer Research
2025 CONFERENCE
TCR 2025 Conference
American University
Washington, DC
June 12–15, 2025
Conference Co-Chairs:
Ron Hill, American University
Kelli Frias, American University
L. Lin Ong, Cal Poly Pomona
Zeke Ngcobo, American University
For detailed information, including registration, visit the TCR 2025 Conference Website.
The TCR 2025 Conference Website will be the primary source for updates on the conference.
TCR 2025 Co-Chairs
Ron Hill
American University
L. Lin Ong
Cal Poly Pomona
Kelli Frias
American University
Zeke Ngcobo
American University
Please visit the TCR 2025 Conference Website for detailed information.
Track 1 Application Deadline Dec 20th 2004
Ron, Kelli, Lin and Zeke are excited to announce eleven innovative tracks inviting competitive applications for the Transformative Consumer Research Conference, held at American University in Washington, D.C. TCR’s Track 1 aims to build capacity by providing researchers an opportunity to connect with a network of like-minded academics interested in consumer welfare and improving quality of life worldwide. Researchers work collaboratively on a topic of mutual interest, culminating at the TCR conference where teams will meet in-person. The application window is open now until December 20, 2024. Interested participants have an opportunity to apply to one track (while indicating a secondary track preference). Please visit the TCR 2025 Conference Website for detailed information about the individual tracks, including descriptions of all the Track 1 proposals and the application form.
Please keep in mind that conference attendance and fees are required for each participant. The typical fee is $600, inclusive of lodging, food on campus, and special events. Doctoral students and non-profit practitioners receive discounts. Transportation to the conference, parking, incidentals, off-campus lodging, and off-campus meals are your responsibility and are not included in the fee.
Apply to a Track 1 Session
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Read the Track proposals at the conference website here.
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Choose a proposal to apply to. You can only apply to one track, but you can indicate a secondary track preference when you complete the application form.
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Complete the application form here.
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Please contact the co-chairs at tcr2025@american.edu if you have questions.
Please note that some proposals may have earlier deadlines listed. All deadlines have been extended to December 20th, 2024.
TCR 2025 Track 1 Proposals
Please visit the TCR 2025 website here for the most up-to-date information!
The TCR 2025 website is your primary source of all things TCR 2025.
Coffee: A Leading Vehicle for Marketplace Transformation
Spencer Ross
Andrés Barrios Fajardo
Beautiful Minds: Marketing in the Age of Neurodiversity
Josephine Go Jefferies
Jane Machin
Slimming Down Society: The Impact of Anti-Obesity Medications on Lifestyle and Consumer Behavior
Naz Onel
Avinandan “Avi” Mukherjee
Umapathy Sundaram
Improving Marketplace Access for All: Learning from those with Invisible Disabilities
Natalie Adkins
Elizabeth Crosby
Daniel Van Sant
Developing a Framework for Theorizing Social Change for Impact
Brennan Davis
Julie Ozanne
Climate Justice and Economic Equity: Understanding the Link Between Financial and Climate Vulnerability
Erick M. Mas
Jingshi (Joyce) Liu
Developing Insights on Sustainable Consumption, Education, and Practice in Subsistence Marketplaces
Roland Gau
Yupin Patarapongsant
An Exploratory Framework for Conducting Research on Gender Well-Being in Consumer Behavior
Paula Peter
Sheen Kachen
Anticipating and Addressing Consumer Resistance to Anti-Drunk-Driving Technology
Courtney Azzari
Mia Birau
Charlene A. Dadzie
Sports Betting Advertising and its Effects on Vulnerable Populations
Mujde Yuksel
Andrew Smith
Mark M. Vander Linden
Happiness is a Human Right: Exploring the Role of Brands and Marketing in Promoting Happiness and Well-being
Tessa Garcia-Collart
Ellen Campos Sousa
Luis Gallardo
TCR 2025 Track 2 Proposals
Track 2 proposal seek to experiment with new ways to do team-based research focused on real transformation. Track 2 proposals further empirical work in key substantive areas that is already underway. There is no open call for Track 2.
Understanding Community Economic Well-being through Experiences of Support by Black Entrepreneurs
Akon Ekpo
Exploring Fresh Starts in A Climate of Resource Scarcity: Examining Microcredits
Genevieve O'Connor
Nancy Wong
Yuliya Komarova
Revisiting Critical Race Theory in a Polarized Marketplace
Lez E. Trujillo Torres
Elicia John
A Bottom-Up Approach to Social Services in Subsistence
Marketplaces
Aronte Bennett
Steven Chan
Pathways to Well-being: The Power of Policy Advocacy
Melissa Bublitz
Laura Peracchio
Gender (In)Justices: Progress, Regressions, and Stagnations and the Role of Marketing
Laurel Steinfield
Catherine A. Coleman
Philanthropy in Polarized Political Times: Policy, Inequality, and Consumer Welfare
Eric Van Steenburg
ALICE in Wonderland: Navigating the Anti-Poverty Service
David Crockett
Marie A. Yeh
Just Transition in Resource Deprived Communities: Bridging
Martina Hutton
Canan Corus
Caroline Roux
TCR 2025 Track 3 Proposals
Track 3 aims to take the idea of relational engagement to the next level. Track 3 is designed to focus on measurable societal impact. These proposals have a strong relational engagement element, which typically emerge from long-term collaborations that existed prior to the conference. There is no open call for participants in Track 3.
A ‘Wiser’ Intervention to Combat Misinformation on Social Media: A Field Study
Jason Stornelli
Rebuilding the Middle Ground for Reconnected Societies via Diversity and Inclusion Engaged Marketing (DIEM)
Eva Kipnis
Lizette Vorster
Verónica Martín Ruiz