This article conceptualizes and presents a research agenda for the emerging area of transformative service research, which lies at the intersection of service research and transformative consumer research and focuses on well-being outcomes related to service and services. A conceptual framework provides a big-picture view of how the interaction between service entities (e.g., individual service employees, service processes or offerings, organizations) and consumer entities (e.g., individuals, collectives such as families or communities, the ecosystem) influences the well-being outcomes of both. Research questions derived from the framework in the context of financial services, health care, and social services help catalyze new research in the transformative service research domain.

We use the Power-Responsibility Equilibrium (PRE) framework and advance that consumers balance perceived deficits in privacy protection by power holders (businesses and regulators) with defensive actions. In our model, consumer privacy concern is the endogenous mediating entity linking business policy and regulatory perceptions to negative online user responses. The model was empirically tested and confirmed in an experimental setting. In a second study, we added the nature of consumer information involved into a sub-model. Here, we investigated the moderating role of information sensitivity and congruency on the business policy-concern relationship across three industry contexts. Both hypothesized two-way interactions were confirmed, suggesting that a strong business policy is effective in reducing concern when low sensitivity data are gathered, but insufficient in reducing concern for highly sensitive data. Furthermore, concern increased dramatically when sensitive data were collected that were incongruent with the business context.

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This research investigates the experience of systemic restricted choice and its impact on self-concept among racial and ethnic minority consumers seeking financing. Choosing loans is an involved consumer choice journey, and encountering systemic, chronic, and uncontrollable restrictions on choice at any level of the goal/ choice hierarchy limits and even prohibits minorities' ability to make desired choices. Across a multimethod investigation, these three studies demonstrate that minorities experiencing systemic restricted choice endure deleterious impacts to self-concept, including framing the self as fettered, alone, discriminated, and subservient, as well as marked reductions in self-esteem, self-autonomy, and selfefficacy. Minority consumers also frame themselves as striving in a world of limited resources and fighting uphill, often losing battles. Juxtaposing the experiences of racial/ethnic minorities against the choice journeys of educationally and economically similar white consumers puts those minority experiences in sharp relief. The theoretical and transformative consumer research implications of these findings are discussed.T he vast majority of consumer research on choice implicitly or explicitly assumes that consumers are free agents able to act on individual tastes and preferences in making choices. However, recent research demonstrates how tenuous this assumption is, given demonstrated heterogeneity in both the ability to choose and the structurally im-

Context: Commercial marketing is a critical but understudied element of the sociocultural environment influencing Americans' food and beverage preferences and purchases. This marketing also likely influences the utilization of goods and services related to physical activity and sedentary behavior. A growing literature documents the targeting of racial/ethnic and income groups in commercial advertisements in magazines, on billboards, and on television that may contribute to sociodemographic disparities in obesity and chronic disease risk and protective behaviors. This article examines whether African Americans, Latinos, and people living in low-income neighborhoods are disproportionately exposed to advertisements for high-calorie, low nutrient-dense foods and beverages and for sedentary entertainment and transportation and are relatively underexposed to advertising for nutritious foods and beverages and goods and services promoting physical activities. Methods:Outdoor advertising density and content were compared in zip code areas selected to offer contrasts by area income and ethnicity in four cities: Los Angeles, Austin, New York City, and Philadelphia.