Consumer vulnerability dynamics and marketing: Conceptual foundations and future research opportunities

Martin Mende (), Tonya Williams Bradford (), Anne L. Roggeveen (), Maura L. Scott () and Mariella Zavala ()
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Martin Mende: Arizona State University
Tonya Williams Bradford: University of California
Anne L. Roggeveen: Babson College
Maura L. Scott: Arizona State University
Mariella Zavala: Gonzaga University

Journal of the Academy of Marketing Science, 2024, vol. 52, issue 5, No 4, 1322 pages

Abstract: Abstract Inspired by the goal of making marketplaces more inclusive, this research provides a deeper understanding of consumer vulnerability dynamics to develop strategies that help reduce these vulnerabilities. The proposed framework, first, conceptualizes vulnerability states as a function of the breadth and depth of consumers’ vulnerability; then, it sketches a set of vulnerability indicators that illustrate vulnerability breadth and depth. Second, because the breadth and depth of vulnerability vary over time, the framework goes beyond vulnerability states to identify distinct vulnerability-increasing and vulnerability-decreasing pathways, which describe how consumers move between vulnerability states. In a final step, the framework proposes that organizations can (and should) support consumers to mitigate vulnerability by helping consumers build resilience (e.g., via distinct types of resilience-fueling consumer agency). This framework offers novel conceptual insights into consumer vulnerability dynamics as well as resilience and provides avenues for future research on how organizations can better partner with consumers who experience vulnerabilities.

Keywords: Vulnerability; Vulnerability dynamics; Life course; Transformative research; Service (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/s11747-024-01039-4

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