“…Perceived financial vulnerability refers to individuals’ subjective feelings (e.g., of distress, fear, worry, and concern) about being susceptible to financial hardship ( He et al, 2020 , O'Connor et al, 2019 ). Typically, financially vulnerable consumers experience “month-to-month fragility” ( Salisbury & Zhao, 2019, p. 8 ), reflected in struggles to meet even the most essential of expenses, including paying rent/mortgage, groceries, utilities and bills, and repaying debts ( Anderloni et al, 2012 , Brüggen et al, 2017 ).…”