Rational myth and emergence of a sector dedicated to well-being: the case of the associative community of mental deficiency[Mythe rationnel et émergence d'un secteur dédié au bien-être : le cas du milieu associatif de la déficience mentale]

Marketing research generally recognizes disability as a individual characteristic which makes the consumer vulnerable to a field organizational which tends to stigmatize and exclude him. Thus, certain obstacles such as the absence of menus written in Braille in restaurants (Yu, Tullio-Pow and Akhtar, 2015) generate accessibility problems, which constitute fertile ground for the emergence of exclusion. As such, investigate prospects for improvement market access conditions for poor consumers, like those in disability situation, is an objective of research dedicated to the well-being of consumer (Gorge, Özçağlar-Toulouse and Toussaint, 2015).