Group of Consumer-Research Professors Guides People to Buy Less, Not More

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Joe Griffin

Christopher P. Blocker, an assistant professor of marketing at Baylor U., led a discussion with a group of consumer-behavior and marketing researchers from around the world on ways to alleviate poverty.

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Joe Griffin

Christopher P. Blocker, an assistant professor of marketing at Baylor U., led a discussion with a group of consumer-behavior and marketing researchers from around the world on ways to alleviate poverty.

More than 100 marketing and consumer-research professors from around the world gathered at Baylor University over the weekend to brainstorm ways to work directly with consumers, not to sell more soft drinks, but to make the world better.

Many of the discussions at the three-day conference, on "Transformative Consumer Research," ran counter to popular notions about what marketing professors do.

The participants said their goal wasn't to publish theoretical studies in academic