Consumer Vulnerability

Conditions, contexts and characteristics

By: Kathy Hamilton (Editor), Susan Dunnett (Editor), Maria Piacentini (Editor)

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Hardcover | 20 August 2015 | Edition Number 1

At a Glance

Hardcover
236 Pages

Dimensions(cm)
23.39 x 15.6 x 1.42

Hardcover

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Consumer disadvantage and vulnerability has been explored by consumer researchers striving to highlight particular human conditions which affect individual well-being, including poverty, homelessness, drug addiction, immigration, illness, ageing, and the vulnerability of children. These conditions affect how individuals experience, interpret and respond to the marketplace and often how the marketplace responds to them. Building on this research, the originality of this book lies in its emphasis on the role of marketing and marketers in both enhancing and ameliorating consumer vulnerability. It both critiques the notion of consumer vulnerability, and builds a broader understanding of the lived experience of vulnerable consumers, challenging and demystifying common stereotypes that persist about such groups, through exploring the techniques the vulnerable use to navigate the marketplace. Focussing on the substantive, ethical, social and methodological issues relevant to studies with vulnerable consumers, this book broadens our understanding of the social contexts and consequences of consumption by drawing attention to consumers who are typically overlooked in mainstream marketing. Organised into six sections, each addressing different aspects of vulnerability, this book develops a complex and nuanced understanding of the conditions leading to vulnerability and also the lived experience of consumer vulnerability.

Industry Reviews

'This indispensable book provides a representation of vulnerability-a potentially transitory and universal human condition-that is concurrently sensitive but not sentimental, comprehensive but multifaceted, conscience awakening but programmatic. It mobilizes us as responsive consumers, managers, policy makers, and citizens.' - Luca M. Visconti, Associate Professor, ESCP Europe, France

'This is a very useful and detailed source for scholars, students and decision makers seeking deep insight into the difficult and challenging area of consumer vulnerability. However, the book is more than that as it represents an important contribution to the developing understanding of how marketing and consumer research can evolve from being part of the cause of the problems highlighted, to being part of the solution.' - Iain Black, Associate Professor, Heriot-Watt University, UK

'This important collection brings together a wealth of knowledge and expertise. The range of contributors bring insights from both academic and practitioner perspectives, providing engaging and thought provoking explorations of the conditions and contexts of consumer vulnerability.' - Emma Banister, Senior Lecturer, The University of Manchester, UK

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