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Doctoral Education and Transformative Consumer Research

School of Economics at the University of Molise, Campobasso, Italy, cmari{at}unimol.it

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.

Key Words: doctoral program • consumer behavior • transformative consumer research • consumer culture • social issues • marketing education

This version was published on April 1, 2008

Journal of Marketing Education, Vol. 30, No. 1, 5-11 (2008)
DOI: 10.1177/0273475307312194


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