Numerous social categories are often seen as vulnerable to harm. In the context of firms causing harm to individuals, we seek to better explain when and why observers absolve firms of responsibility as opposed to holding them more accountable. We propose that when someone's identity is thought to make them vulnerable to harm, identity visibility (how observable the identity is) and frequency (how common the identity is) influence the perceived foreseeability of a harmful event and firm responsibility. Across five studies (total N = 2,101), we find that when visibility and frequency are low, perceptions of foreseeability decrease, in turn decreasing firm responsibility. We illustrate how visibility and frequency, and in turn foreseeability, can vary based on the characteristics of the individual being observed (e.g., the visibility or rarity of a health condition) or context (e.g., an otherwise visible identity may be invisible in an online service context). Foreseeability and firm responsibility increased when the harmed individual's rare health condition was reframed to communicate the firm's likelihood of interacting with any individual with the same health condition. Implications for consumer welfare, policy, and inclusivity are discussed.
Public Significance StatementWhen firms cause harm to consumers who are perceived as vulnerable (e.g., people who are elderly, people with disabilities), we find that the vulnerability frequency (is it common vs. rare?) and visibility (is it visible or invisible?) impact observers' judgments of the firm. Using different manipulations and ways of framing information, we find that observers' judgments of foreseeability and firm responsibility are lower when vulnerability frequency is lower (vs. higher), and when vulnerability visibility is lower (vs. higher). This research helps explain when and why harming those who are perceived as more vulnerable will elicit more versus less outrage from the public.