The Vulnerable Consumer: Volume 21

This chapter reviews research on age-related differences in how consumers process information. Specifically, it discusses many of the effects of aging on the quality and quantity of consumers' sensory, cognitive, and emotional functioning. Some studies suggest that the manner in which elderly (age 65 and over) consumers process information may render them more vulnerable than young and middle-aged consumers to malign persuasion attempts. This chapter reveals that age has selective effects on information processing such that elderly consumers are sometimes more susceptible to marketing influence and sometimes they are less susceptible.

There are multiple threats that cause consumers to be vulnerable in the marketplace, with poverty being a leading cause. Impoverishment often negatively impacts access to multiple categories of goods and services that consumers require to experience a reasonable quality of life. While there is research that explores the underlying factors that lead to resource deficits and marketplace restrictions, as well as their physical and emotional outcomes, an understanding of what is necessary to survive and thrive across societies is more elusive. To this end, our chapter carefully examines the concept of consumption adequacy (CA), which historically captures consumer needs for food and potable water, socially acceptable clothing adapted to weather conditions, safe housing that provides for privacy needs of occupants, preventative and remedial health care, and opportunities to grow and advance through education and training. After briefly summarizing the extant literature, each is described in turn, and ways of empirically investigating them across societies are advanced. This chapter closes with both marketer and public policy implications.

This review identifies low self-concept clarity (SCC) as a source of consumer vulnerabilities and explains how the uncertainty associated with low SCC leads to processes that result in materialistic behaviors and overspending, product dissatisfaction, and potential self-harm. Processes include uncertainty reduction efforts through symbolic self-completion and social comparison, responses to everyday self-concept threats that result in feelings of deficiency and reduced consumption constraints, and susceptibility to interpersonal and marketer influences. In addition, the negative association between SCC and materialism is explained, risk factors for low SCC are described, and the need for research to help low SCC consumers deal with their vulnerabilities is explored.

Poverty is a powerful context that affects billions of consumers around the world. An appreciation of this context and the ways it shapes thoughts, feelings, and behaviors is essential to understanding the vulnerabilities of low socioeconomic status (SES) consumers. We synthesize research on consumption in poverty by reviewing some of the social vulnerabilities and frequent neglect, discrimination, and stigmatization encountered by low-SES consumers, as well as the cognitive challenges emerging from the experience of financial scarcity. These social, cognitive, and societal vulnerabilities highlight the importance of behaviorally informed programs and policies to address consumer vulnerability in contexts of poverty.

This chapter advances our understanding of vulnerable consumers by exploring new relationships between resource scarcity and consumer decision-making. Although resource scarcity often prompts individuals to pull back on spending, recent research has shown that it can also increase consumers' motivation to engage in behaviors that fulfill their need for personal control. We extend this stream of research by offering the novel proposition that because resource scarcity motivates the desire for control, activating thoughts about scarcity will increase consumers' interest in products offering self-improvement benefits. We offer initial empirical evidence for when resource scarcity causes consumers to forgo their desire to save by increasing their willingness to pay for products that offer self-improvement benefits. In doing so, this chapter (i) highlights resource scarcity, a state of vulnerability, as an antecedent to the desire for self-improvement, (ii) provides a more nuanced perspective on the motivational underpinnings of resource scarcity and its effects on consumption, and (iii) sheds light on when resource scarcity can increase rather than decrease consumer spending.

How can we better help consumers deal with threats to satisfying their basic motivational needs? When people fail to meet their fundamental needs for value, truth, and control effectiveness, they feel threatened. Are there products and services that can help consumers with these vulnerabilities? Based on a new 2 (prevention value vs. promotion value) × 2 (truth vs. control) motivated activity framework, we argue that different types of motivational threats produce distinct experiences of vulnerability, each of which can be resolved by engaging in unique compensatory activities. This proposal is especially relevant to marketers because brands can use this knowledge to create and promote product and service offerings that directly address these distinct kinds of vulnerability. In this review, we discuss four specific types of consumer threats and examples of branded solutions. We also suggest implications for marketers and open questions that warrant future research.

Humans engage in two types of processing. One system is the rapid, affect-based, and intuitive, “experiential” system, while the other is the relatively slower, cognition-based, and reflective, “rational” system. Extant work focuses on the consequences of having one system relatively dominant over the other. In the current research, we show that consumers who use neither system to a great degree (i.e., low-system consumers) are vulnerable to undesirable outcomes. Specifically, four studies demonstrate that these consumers face confusion in the process of making judgments due to their lack of processing inputs and resolve this confusion by making judgments that are implied by salient stimuli, regardless of the stimuli's diagnostic value. The result is an unbalanced, easily biased, and “blown away by the gust of wind” judgment process that both policymakers and low-system consumers should be vigilant to.

Vulnerabilities in subsistence marketplaces arise from the multifaceted deprivation that characterizes poverty. Associated with low income is low literacy, leading to vulnerabilities in terms of thinking, feeling, and coping. We review literature on vulnerability and on subsistence marketplaces, bringing out the confluence of vulnerabilities consumers in these contexts face. We also describe marketplace literacy, a way of addressing vulnerabilities and developing capabilities. We provide a case study of women in agriculture and conclude with a discussion of implications for research, education, and practice.

Scholars, activists, and policymakers have paid increasing attention to housing instability, especially where eviction is a cause. Housing instability is a dynamic process rather than a discrete catastrophic event, and eviction imposes vulnerability on consumers. Even the threat of it can trigger the onset of a crisis. In this project, we deepen the understanding of eviction by exploring its use in property management practice. We begin by summarizing its definition and causes from a cross-disciplinary and still-evolving literature. We then provide an extended example of how eviction can be used to pursue strategic and financial goals using rental markets in Arkansas as an example. Arkansas is characterized by a quintessentially laissez-faire regulatory environment that imposes few restrictions on property owners. We conclude by posing questions that should be at the forefront of a vulnerability-focused, policy-oriented research agenda on eviction.