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

IF 9.5 1区 管理学 Q1 BUSINESS
Martin Mende, Tonya Williams Bradford, Anne L. Roggeveen, Maura L. Scott, Mariella Zavala
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引用次数: 0

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.

Abstract Image

消费者脆弱性动态与市场营销:概念基础与未来研究机会
受让市场更具包容性这一目标的启发,本研究对消费者的脆弱性动态有了更深入的了解,从而制定了有助于减少这些脆弱性的战略。所提出的框架首先将脆弱性状态概念化为消费者脆弱性广度和深度的函数,然后勾勒出一套说明脆弱性广度和深度的脆弱性指标。其次,由于脆弱性的广度和深度随时间而变化,该框架超越了脆弱性状态,确定了不同的脆弱性增加和脆弱性减少途径,描述了消费者如何在脆弱性状态之间移动。最后,该框架提出,组织可以(也应该)通过帮助消费者建立复原力(例如,通过不同类型的促进复原力的消费者机构)来支持消费者减轻脆弱性。这一框架为消费者的脆弱性动态和复原力提供了新的概念性见解,并为未来研究组织如何更好地与经历脆弱性的消费者合作提供了途径。
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来源期刊
CiteScore
30.00
自引率
7.10%
发文量
82
期刊介绍: JAMS, also known as The Journal of the Academy of Marketing Science, plays a crucial role in bridging the gap between scholarly research and practical application in the realm of marketing. Its primary objective is to study and enhance marketing practices by publishing research-driven articles. When manuscripts are submitted to JAMS for publication, they are evaluated based on their potential to contribute to the advancement of marketing science and practice.
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