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Vulnerable consumers: marketing research needs to pay more attention to the brain health of consumers

Author

Listed:
  • Andrija Javor

    (Ronin Institute)

  • Monika Koller

    (Institute for Marketing and Consumer Research, WU Vienna University of Economics and Business)

  • Nick Lee

    (University of Warwick)

  • Hans Breiter

    (Northwestern University
    Massachusetts General Hospital and Harvard School of Medicine)

Abstract

We propose here that marketing research should increase consideration of the brain health of consumers, and argue that it would help both extend our current knowledge of vulnerable and other marginalised groups, as well as extend generalizability and external validity of marketing research in general. We show that such a focus would help enrich methodology, especially around causal inference, as well as impact on our understanding of a number of key emerging themes in marketing research. We particularly focus on the consumer behaviour around digitalisation, as well as compulsive buying behaviour. Further, we show that increasing consideration of consumer brain health will further efforts towards inclusivity of marketing, and help continue progress towards marketing research as a force for good.

Suggested Citation

  • Andrija Javor & Monika Koller & Nick Lee & Hans Breiter, 2023. "Vulnerable consumers: marketing research needs to pay more attention to the brain health of consumers," Marketing Letters, Springer, vol. 34(2), pages 337-342, June.
    • Handle: RePEc:kap:mktlet:v:34:y:2023:i:2:d:10.1007_s11002-022-09654-3
    DOI: 10.1007/s11002-022-09654-3
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    References listed on IDEAS

    as
    1. Martin Reimann & Shailendra Pratap Jain, 2021. "Maladaptive Consumption: Definition, Theoretical Framework, and Research Propositions," Journal of the Association for Consumer Research, University of Chicago Press, vol. 6(3), pages 307-314.
    2. Andrija Javor & Gerhard Ransmayr & Walter Struhal & René Riedl, 2016. "Parkinson Patients’ Initial Trust in Avatars: Theory and Evidence," PLOS ONE, Public Library of Science, vol. 11(11), pages 1-21, November.
    Full references (including those not matched with items on IDEAS)

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