Vulnerable Consumers

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Copyright: 2015
Pages: 20
Source title: Understanding Consumer Behavior and Consumption Experience
Source Author(s)/Editor(s): Rajagopal (EGADE Business School, Tecnologico de Monterrey, Mexico)and Raquel Castaño (EGADE Business School, Tecnologico de Monterrey, Mexico)
DOI: 10.4018/978-1-4666-7518-6.ch005

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing and Consumer Behavior

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Abstract

A number of internal and external factors contribute to consumer states of vulnerability. This chapter discusses the behavior of four different vulnerable consumer groups: older consumers, children, low literate consumers, and gamblers. Vulnerability can be described as a state of powerlessness that arises when an individual does not possess control over his or her own situation and must instead depend on external factors. This chapter also discusses how consumption situations and deceptive advertising can affect vulnerable consumers' decision making and the implications of consumer vulnerability for marketing practices and public policy, suggesting the importance of these groups and the need to develop better and more specific marketing strategies for them.

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