June 27, 2011
Group of Consumer-Research Professors Guides People to Buy Less, Not More
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