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Consumer Vulnerability
Book

Consumer Vulnerability

Maria Piacentini, Susan Dunnett and Kathy Hamilton
Routledge, 2019

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Editorial Rating

8

Qualities

  • Comprehensive
  • Analytical
  • Eye Opening

Recommendation

What responsibility do marketers bear when influencing vulnerable consumers? How might you even define a “vulnerable” consumer? Bringing together leading research in the field, Consumer Vulnerability explores the complex interplay between these demographics and the marketplace. Editors Maria Piacentini, Susan Dunnett and Kathy Hamilton’s comprehensive insights into consumer vulnerability spark dialogue about how to conceptualize vulnerability and improve the well-being of at-risk demographics. They encourage you to see vulnerability as a normal aspect of the human experience, not as an anomaly.

Take-Aways

  • Companies must better consider the needs of vulnerable consumers.
  • There’s a complex interplay between materialism, advertising and children’s well-being.
  • Social marketers can encourage healthier behaviors in adolescents. 

About the Authors

Maria Piacentini is a professor of marketing at Lancaster University’s Management School. Susan Dunnett is a senior lecturer in marketing at the University of Edinburgh. Kathy Hamilton is a professor with the University of Strathclyde’s marketing department and co-wrote New Directions in Consumer Research.

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