This book demonstrates that marketing scholarship has much to contribute to our understanding of consumer vulnerability and potential solutions. It brings to the fore ways in which so‐called vulnerable consumers navigate various marketplace and service interactions and develop specific consumer skills in order to empower themselves in such exchanges. It does so by exploring how consumer vulnerability is experienced across a range of different contexts such as poverty and disability, and the potential impact of vulnerability from childhood to old age. Other chapters extend focus from the consumer to the organisational perspective or consider more macro issues such as socio-spatial disadvantages. The fundamental aim of many of the contributors is to produce work that can benefit individual and societal well-being. They draw on various methodological approaches that generate both marketing management and policy-focused implications. A series of commentaries are also included to stimulate critical reflection and new insights into consumer vulnerability.
This book was originally published as a special issue of the Journal of Marketing Management.