Cognitive Diversity in Marketing Research: Toward Epistemic Justice

Tony-Shina Desrosiers ()
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Tony-Shina Desrosiers: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine

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Abstract: Cognitive diversity affects approximately 15 to 20% of the global population (Doyle, 2020; Armstrong, 2011), yet remains largely invisible in marketing research. Standard methods, built around implicit neurotypical norms, systematically exclude cognitively atypical profiles — producing what Fricker (2007) identifies as two forms of epistemic injustice: testimonial injustice, where neurodivergent voices are dismissed, and hermeneutical injustice, where their experiences cannot be expressed through standard research tools. Drawing on cripistemology (Johnson & McRuer, 2014; Higgins & O'Leary, 2025) and Non-Representational Theory (Hill, Canniford & Mol, 2014; Coffin & Hill, 2022), this paper proposes an integrated theoretical framework to address both forms of injustice.

Keywords: inclusion; non-representational theory; cripistemology; marketing research; epistemic justice; cognitive diversity (search for similar items in EconPapers)
Date: 2026-04-09
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Published in Interdisciplinary Conference on Disability and Consumption, Apr 2026, Odense, Denmark

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05600105

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