Navigating the Central Tensions in Research on At-Risk Consumers: Challenges and Opportunities

Abstract

marketing applications for at-risk populations: the value of focusing on (1) vulnerabilities versus strengths, (2) radical versus marginal change, (3) targeting versus nontargeting, and (4) encouraging knowledgeable versus naive consumers. They conclude with a discussion of the significance of including at-risk consumers as full marketplace participants and identify future research directions.

Poverty in consumer culture: towards a transformative social representation

“…Definitions of consumer vulnerability -often reflected in discourses of poverty -have been conflicted (e.g., Baker, Gentry, & Rittenburg, 2005;Commuri & Ekici, 2008). Historically, consumer vulnerability has been based on demographic and socioeconomic variables such as elderly (Benet, Pitts, & LaTour, 1993), young (Pechmann, Levine, Loughlin, & Leslie, 2005;Pechmann et al, 2011), minority (Sautter & Oretskin, 1997;Smith & Cooper-Martin, 1997), and poor (Andreasen, 1975;Hill, 2001), though empirical evidence does not support such indiscriminate characterisations of vulnerability (Baker et al, 2005;Hamilton & Catterall, 2006;Ringold, 2005). To accommodate these concerns, more recent perspectives account for the complexity of interactions between individuals and social structures that drive vulnerability in the marketplace (Baker, 2009;Baker & Mason, 2012;Shultz & Holbrook, 2009).…”

Bien-être etwell-beingdans la consommation : une analyse comparative

“…Au cours des dernières décennies, les phénomènes d'addiction et les facteurs pouvant expliquer les comportements excessifs ou nocifs ont interpellé de nombreux chercheurs, ainsi que les autorités sanitaires. La TCR joue un rôle actif dans l'identification des consommateurs ayant des comportements à risque et nuisibles à la société et à l'individu (Faber et Vohs, 2011 ;Pechmann et al, 2011).…”

“…• Vulnérabilité des seniors (isolement, exclusion) et des enfants (exposition au marketing) (Delabrière, 1997 ;Guillemot et Urien, 2010 ;Guiot, 2006 ;de Lassus, 2003 ;Nabec, 2013 ;Urien, 2003 ;Urien et Guiot, 2007) • Prise en charge collective des personnes âgées (Grenier, 2009 ;Raulet-Croset et Amar, 2013 ;Smida, 2009) • Identification des consommateurs à risque et des facteurs aggravants (Faber et Vohs, 2011 ;Pechmann et al, 2011 (Notebaert et Le Pogam, 2006 ;Roux, 2012) Ensuite, plusieurs thématiques développées par la TCR mériteraient une attention accrue dans la recherche francophone. Le thème du matérialisme pourrait ainsi trouver un écho pertinent dans les recherches développées sur les valeurs de bien et de lien (Cova, 1995).…”

Is there a role for marketing in community development?

“…A particular conundrum is Hastings' (2003) observation that frequently, we are tasked with targeting the most at risk (Pechmann et al, 2011) disempowered and hard--to--reach 'customers' in society; whereas commercial marketers, who are allowed much greater freedom and flexibility (Heskett, 1986), tend to ignore such customers with impunity (to the extent that they can actually exacerbate their exclusion). It is when social marketers are commissioned to tackle complex issues that relate to deprivation and inequality that the potential for overlap with community development comes to the fore.…”