Hidden Barriers to Marketplace Disability Accessibility: An Empirical Analysis of the Role of Perceived Trade-Offs

Disability is a basic human condition that affects a significant proportion of the world’s population, yet many disability- and accessibility-relevant issues remain pressing and insufficiently addressed. With three experiments, the current research investigates potential reasons for why marketplace disability accessibility has not been universally accepted. Potential barriers to greater accessibility in marketplaces may arise because such efforts appear at odds with other salient priorities, at micro (i.e., consumer) and macro (i.e., firm, policy, or societal) levels. In the proposed framework and resulting experiments, micro-level trade-offs prompt perceptions of personal cost and macro-level trade-offs prompt perceptions of firm morality. In turn, these perceptions mediate firm evaluations, showing that consumers at baseline respond negatively to accessibility. Critically, however, several practical interventions emerge from these processes. Marketers can mitigate consumers’ negative responses to accessibility by employing simple framing choices such as emphasizing who benefits or noting what the purpose of the offering is. By demonstrating one way to better understand perceptions of the full spectrum of the consumer population, this research provides pathways for consumer researchers to further delve into disability-related research in the future.