Consumer Vulnerability

Routledge, 2019

15 min read

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Learn about vulnerable consumers’ needs, the influence marketers wield over this population and marketplace implications.

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What responsibility do marketers bear when influencing vulnerable consumers? How might you even define a “vulnerable” consumer? Bringing together leading research in the field, Consumer Vulnerability explores the complex interplay between these demographics and the marketplace. Editors Maria Piacentini, Susan Dunnett and Kathy Hamilton’s comprehensive insights into consumer vulnerability spark dialogue about how to conceptualize vulnerability and improve the well-being of at-risk demographics. They encourage you to see vulnerability as a normal aspect of the human experience, not as an anomaly.

Summary

Companies must better consider the needs of vulnerable consumers.

Advertisers and marketers have considerable power to influence the behavior of consumers. Companies must work to understand the needs of more vulnerable consumers. They must improve their practices when marketing goods and services to vulnerable consumers. Too often, people place the onus on consumers to empower themselves to make healthy choices. In reality, companies and regulators bear a responsibility to consider the needs of vulnerable buyers.

Vulnerability isn’t a static condition. A person’s levels of vulnerability are in a state of constant flux. Consider consumer vulnerability through an intersectional lens, because it’s a complex issue. Identity factors, including ethnicity, gender, age and health status influence consumer vulnerability. People must allow themselves to experience vulnerability, because those who don’t miss out on emotions such as love. It’s incorrect to label some consumers as vulnerable and others as invulnerable. Likewise, it’s unhelpful to equate vulnerability with weakness. Anyone can experience vulnerability at any time, since hardships...

About the Authors

Maria Piacentini is a professor of marketing at Lancaster University’s Management School. Susan Dunnett is a senior lecturer in marketing at the University of Edinburgh. Kathy Hamilton is a professor with the University of Strathclyde’s marketing department and co-wrote New Directions in Consumer Research.

Maria Piacentini, Susan Dunnett and Kathy Hamilton

Consumer Vulnerability

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Companies must better consider the needs of vulnerable consumers.

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