More details on the conference will be added in the months ahead.

Sunday, June 27 - Wednesday, June 30

Transformative Consumer Research Conference

Hosted by University of Virginia’s McIntire School of Commerce in Charlottesville, Virginia

Announcements and Updates


Now Accepting TCR 2021 Track Proposals

TCR conference organizers are seeking co-chairs for individual tracks for the next TCR conference to be held at the McIntire School on June 27 - 30, 2021. Read more

January 9, 2020

TCR Conference 2021

Transformative Consumer Research (TCR) is a movement within the Association for Consumer Research (ACR) that seeks to encourage, support, and publicize research that benefits consumer welfare and quality of life for all beings affected by consumption across the world. The TCR movement was formally started in 2005 after decades of this kind of work by many top consumer researchers. Since 2005, the TCR movement has gained significant traction and has held five successful biennial conferences.

Conference Co-Chairs

David Mick

Robert Hill Carter Professor of Commerce

Rick Netemeyer

Ralph A. Beeton Professor of Free Enterprise; Area Coordinator—Marketing

Hosted by the McIntire School of Commerce at the University of Virginia

University of Virginia

Charlottesville, Virginia

Call for 2021 Track Proposals

The deadline for submitting a track proposal is May 31, 2020.

Submit Proposal