Doctoral Education And Transformative Consumer Research  

Oleh:

Mari, Carlo

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing Education vol. 30 no. 1 (Apr. 2008), page 5-11.
Topik: doctoral program; consumer behavior; transformative consumer research; consumer culture; social issues; marketing education
Fulltext: 5.pdf (87.21KB)

Isi artikel

This article examines why and how transformative consumer research (TCR) can become a relevant perspective in doctoral programs. The article draws selectively from studies published in consumer behavior, marketing, and marketing education that theoretically or empirically address this topic. It discusses the meaning and background of TCR together with reasons for its adoption within doctoral programs. It then briefly outlines current practices in doctoral programs in marketing and their main limitations. Finally, a proposal for integrating TCR in doctoral programs is presented, highlighting specific actions to implement it.

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