Building Understanding of the Domain of Consumer Vulnerability

TLDR

Consumer vulnerability is often misunderstood, conflated with demographics, protection, unmet needs, discrimination, or disadvantage. The article aims to clarify the boundaries of consumer vulnerability and propose ways to implement a consumer‑driven definition in research and policy. The authors synthesize key themes from consumer research and marketing literature to build a multidimensional, context‑specific model that shows vulnerability need not be enduring. They find that multiple internal and external factors jointly shape vulnerability experiences, and emphasize treating consumers as they wish to be treated while empowering them through policy.

Abstract

Consumer vulnerability is a sometimes misunderstood or misused concept that is equated erroneously with demographic characteristics, stigmatization, consumer protection, unmet needs, discrimination, or disadvantage. This article seeks to clarify the boundaries for what is and what is not consumer vulnerability. By explicating the key themes of consumer vulnerability from previous studies in the consumer research and marketing literatures, the authors build a definition and model to explain that consumer vulnerability is multidimensional, context specific, and does not have to be enduring. The authors clarify that multiple and simultaneous internal and external factors contribute to consumer experiences of vulnerability. They conclude by proposing some ways the consumer-driven definition of consumer vulnerability can be implemented into research and policy decisions. Most important, their implementation focuses on treating consumers as they wish to be treated, not as well-meaning others think they should be treated, and on directing policy toward facilitating individual empowerment.