The Paradoxical Relationships between Marketing and Vulnerability

Clifford J. Shultz · Morris B. Holbrook

158 citations0/0 files storedJournal of Public Policy & Marketing

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Consumer behavior in food and health Consumer Market Behavior and Pricing Consumer Behavior and Market Dynamics

Abstract

Marketing both reduces and contributes to consumer vulnerability. In this essay, the authors explore this paradoxical relationship. Complexities and nuances captured in existing definitions are revisited. The authors then share a more expansive perspective; they offer a new typology with hopes of drawing attention to multifaceted and conflicting challenges so as to stimulate fresh thinking. Several points are raised so that policy makers and marketers might be inspired to invoke systemic solutions that increase the security and well-being of consumers who are subject to various vulnerabilities.

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References

1985Distinction: A Social Critique of the Judgement of Taste.1994The Nature of Customer Value: An Axiology of Services in the Consumption Experience 2005Building Understanding of the Domain of Consumer Vulnerability 2005The End of Poverty 1999Introduction to consumer value 2007Marketing Systems—A Core Macromarketing Concept 2002Introduction to consumer value 1999Marketing and the Tragedy of the Commons: A Synthesis, Commentary, and Analysis for Action

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