Document Type

Article

Publication Date

Spring 2009

Publication Title

Journal of Public Policy & Marketing

Volume

28

Issue

1

Abstract

Marketing both reduces and contributes to consumer vulnerability. In this essay, the authors explore this paradoxical relationship. Complexities and nuances captured in existing definitions are revisited. The authors then share a more expansive perspective; they offer a new typology with hopes of drawing attention to multifaceted and conflicting challenges so as to stimulate fresh thinking. Several points are raised so that policy makers and marketers might be inspired to invoke systemic solutions that increase the security and well-being of consumers who are subject to various vulnerabilities.

Comments

Author Posting. © American Marketing Association, 2009. This article is posted here by permission of the American Marketing Association for personal use, not for redistribution. The article was published in the Journal of Public Policy & Marketing, Volume 28, Issue 1, Spring 2009, http://dx.doi.org/10.1509/jppm.28.1.124

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Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.

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