This book demonstrates that marketing scholarship has much to contribute to our understanding of consumer vulnerability and potential solutions. It brings to the fore ways in which so‐called vulnerable consumers navigate various marketplace and service interactions and develop specific consumer skills in order to empower themselves in such exchanges. It does so by exploring how consumer vulnerability is experienced across a range of different contexts such as poverty and disability, and the potential impact of vulnerability from childhood to old age. Other chapters extend focus from the consumer to the organisational perspective or consider more macro issues such as socio-spatial disadvantages. The fundamental aim of many of the contributors is to produce work that can benefit individual and societal well-being. They draw on various methodological approaches that generate both marketing management and policy-focused implications. A series of commentaries are also included to stimulate critical reflection and new insights into consumer vulnerability.
This book was originally published as a special issue of the Journal of Marketing Management.
Introduction – Consumer vulnerability Susan Dunnett, Kathy Hamilton and Maria Piacentini
1. Children as vulnerable consumers: a first conceptualisation Fiona Spotswood and Agnes Nairn
2. Exploring spatial vulnerability: inequality and agency formulations in social space Bige Saatcioglu and Canan Corus
3. Neither passive nor powerless: reframing economic vulnerability via resilient pathways Martina Hutton
4. Exploring the impact of packaging interactions on quality of life among older consumers Nicholas Ford, Paul Trott and Christopher Simms
5. Understanding the vulnerability of blind consumers: adaptation in the marketplace, personal traits and coping strategies Claudia Falchetti, Mateus Canniatti Ponchio and Nara Lúcia Poli Botelho
6. Unpacking the interplay between organisational factors and the economic environment in the creation of consumer vulnerability Ana Isabel Canhoto and Sally Dibb
7. Poetic inquiry, consumer vulnerability: realities of quadriplegia Hilary Downey
8. Poverty as we never knew it: THE source of vulnerability for most of humankind Ronald Paul Hill
9. A conversational approach to consumer vulnerability: performativity, representations, and storytelling Luca M. Visconti
10. Vulnerable consumers in the ‘fourth age’: theoretical reflections upon the case of Sandra Bem Tim Stone and Stephen J. Gould
The Journal of Marketing Management was founded in 1985 by Michael J. Baker to provide a forum for the exchange of the latest research ideas and best practice in the field of marketing as a whole, in an accessible way.
Currently edited by Mark Tadajewski, the Journal of Marketing Management is the official Journal of the Academy of Marketing, and has a global reputation for publishing path-breaking and original contributions which blend the best of theory and practice. JMM seeks to meet the needs of a wide but sophisticated audience, and includes contributions that further our knowledge of marketing management, as well as research that takes marketing management and the managerial agenda of marketing thought as an object of intellectual scrutiny in its own right. It seeks to meet the needs of a wide but sophisticated audience comprising senior marketing executives and their advisors, senior line managers, teachers and researchers in marketing, and undergraduate and postgraduate students of the subject.
The Key Issues in Marketing Management book series contains a wide range of the journal’s special issues. These special issues are an important contribution to the work of the journal, where leading theoreticians and practitioners bring together articles dedicated to a key topic in the industry. Through publishing these special issues as a series of books, Westburn Publishers and Taylor & Francis hope to allow a wider audience of scholars, students and professionals to engage with the work of the Journal of Marketing Management.