This study aims to explore a critical issue of consumer research: How can consumers escape the logics of "homo oeconomicus"? By scrunizing the sociology of everyday life and critical consumer studies, the research clarifies theoretical implication of transformative consumer research which developed in 2005. Preliminary findings indicated that TCR are challenging the utility paradigm of consumer research. In conclusion, the study elucidates how consumers' liberation could be possible, and identifies four research steps for TCR.