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Ethical issues in target marketing: inclusion, exclusion, and consumer vulnerability

In: Handbook of Research on Ethnic and Intra-cultural Marketing

Author

Listed:
  • Terri L. Rittenburg
  • Matthew B. Lunde

Abstract

Other chapters in this book explain effects on various population groups and/or segments of consumers due to targeted marketing activities. This chapter discusses the ethical ramifications of market segmentation and target marketing within a cultural group in more general terms. While we are not questioning whether marketers should segment or not segment, we are proposing that marketers should segment in ways that adequately meet the unique needs of individuals and intra-cultural groups without exacerbating already existing inequalities and consumer vulnerabilities in society and the marketplace. To start, we pose a few questions to ponder as we discuss ethical issues behind target marketing, segmentation, and consumer vulnerability.

Suggested Citation

  • Terri L. Rittenburg & Matthew B. Lunde, 2022. "Ethical issues in target marketing: inclusion, exclusion, and consumer vulnerability," Chapters, in: Glen H. Brodowsky & Camille P. Schuster & Rebeca Perren (ed.), Handbook of Research on Ethnic and Intra-cultural Marketing, chapter 2, pages 14-28, Edward Elgar Publishing.
    • Handle: RePEc:elg:eechap:20406_2
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