Monday, June 28 - Tuesday, June 29

Transformative Consumer Research Conference

Due to the Covid-19 pandemic, the 2021 TCR conference will now be an online (virtual) event only. This conference website will be updated periodically with more details as conference planning moves forward.

TCR Conference 2021

As recent TCR conferences have been, the 2021 conference will also be “Dialogical” in its nature and organization.  It will be a space and event of possibility, where small groups of researchers who share common commitments to practical relevance and impact, in regard to specific topics of well-being and consumer behavior, will come together to engage in democratic dialogue to generate new contributions.  In the collaborative, relaxed setting of this conference, scholars with different levels of experience will leverage their distributed wisdom to think expansively. This is an open process driven by curiosity and partnership.  In other words, this is not a conference composed of pre-approved, pre-set research presentations.  Rather, it is a flexible setting for discussion and teamwork around mutual interests.  Past TCR conference participants have successfully worked together to produce numerous published articles, including some that became award winners.

The 2021 TCR conference will have three tracks. Track 1 involves building a new network of researchers who are interested in a focal TCR-related issue. Track 2 involves groups of researchers who have already formed as a team and who have made the commitment to work together to advance conceptual and empirical efforts that were started before the conference convened. Track 3 also involves pre-established, pre-conference teams of collaborators, working specifically to implement TCR-oriented solutions associated with well-being.

Conference registration is now open for all individuals who have been formally accepted to the conference.

View the conference program here.

We are pleased to announce that there will be a special issue of the Journal of Consumer Affairs accruing directly from meetings and discussions held at the TCR 2021 conference. The submission deadline is Oct. 15, 2021. Learn more here.

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

The University of Virginia encompasses twelve schools in Charlottesville. In 2019, the University was ranked the No. 3 best public university by U.S. News & World Report. In the 20 years since U.S. News began ranking public universities as a separate category, UVA has ranked in the top three and continues to rank in the Top 30 among the best of all national universities, public and private.

Learn more about UVA

McIntire School of Commerce

At McIntire, we believe commerce can change the world. On Grounds in Charlottesville, within our research centers, and through unparalleled educational experiences around the world, we are inspiring students and empowering scholars to use commerce as a powerful catalyst for change. Approaching 100 years of excellence in business education, McIntire is committed to inspiring our students to become ethical leaders, fearless pathfinders, and impactful visionaries in the global marketplace. Our ability to do so lies in the constant evolution of our programs, a renowned innovative spirit, and an inclusive and global mindset. Our teaching is driven by our commitment to use commerce as a force for good.

Learn more about McIntire