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

Author

Listed:
  • Martin Mende

    (Arizona State University)

  • Tonya Williams Bradford

    (University of California)

  • Anne L. Roggeveen

    (Babson College
    University of Bath
    Tecnológico de Monterrey)

  • Maura L. Scott

    (Arizona State University
    BI Norwegian Business School)

  • Mariella Zavala

    (Gonzaga University)

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.

Suggested Citation

  • Martin Mende & Tonya Williams Bradford & Anne L. Roggeveen & Maura L. Scott & Mariella Zavala, 2024. "Consumer vulnerability dynamics and marketing: Conceptual foundations and future research opportunities," Journal of the Academy of Marketing Science, Springer, vol. 52(5), pages 1301-1322, October.
    • Handle: RePEc:spr:joamsc:v:52:y:2024:i:5:d:10.1007_s11747-024-01039-4
    DOI: 10.1007/s11747-024-01039-4
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    References listed on IDEAS

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    1. Octaviano Rojas Luiz & Enzo Barberio Mariano & Hermes Moretti Ribeiro da Silva, 2021. "Pro-Poor Innovations to Promote Instrumental Freedoms: A Systematic Literature Review," Sustainability, MDPI, vol. 13(24), pages 1-22, December.
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    Cited by:

    1. Dhruv Grewal & Praveen K. Kopalle & John Hulland, 2024. "Addressing the greatest global challenges (UN SDGs) with a marketing lens," Journal of the Academy of Marketing Science, Springer, vol. 52(5), pages 1263-1272, October.

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