In contrast to understanding consumer behavior for the benefit of business organizations, transformative consumer research (TCR) seeks to understand consumer behavior for the benefit of consumers themselves. Following Mari’s (2008) call for the incorporation of TCR in doctoral programs in marketing, this article outlines the relevance of TCR to the undergraduate consumer behavior course experience and develops topical and structural recommendations for implementation. Empirical evidence indicates positive student perceptions of TCR-based course projects in terms of complementing traditional projects, personal relevance, awareness of social responsibility issues, and marketing applications.
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