Consumption of Visually Impaired Students Based on the Theory of Consumer Vulnerability and Resilience

This study analyzes the consumption of elementary-school educational service by visually impaired individuals based on the theory of consumer vulnerability and resilience of Baker and Mason (2012). To this end, an ethnographic investigation was performed on a non-governmental organization (NGO) involved in the education of visually impaired students and conducted in accordance with the procedure of Transformative Consumer Research described by Crockett, Downey, Firat et al. (2013). Data were collected through narrative interviews with 16 elementary-school students, six in-depth interviews with managers and teachers from the NGO Lar, and five in-depth interviews with the guardians of the students, in addition to seven months of participant observations. The data were analyzed using the data analysis spiral technique. The results indicate that pressures from the individual, family, school community, and macro forces caused the state of vulnerability. Impotence in the face of practices by school managers and teachers as well as dependence on friendly schools appeared in the form of shock caused by two triggers events: the attempt to enroll students and the first days of school. The resilience of the consumers, the school community, and the NGO contributed to reduce the vulnerability.

Social inclusion of migrant workers in a pandemic: employing consumer vulnerability lens to internal Indian migrant experience

PurposeThe purpose of this paper is to expand the theoretical understanding of social inclusion of vulnerable populations. Employing cross disciplinary literature from marketing and social policy, this paper examines the factors shaping internal migrant workers experience of inclusion and vulnerability in the context of COVID-19 pandemic.Design/methodology/approachThe authors conducted a review of social inclusion and consumer vulnerability literature to develop a new and innovative conceptual framework which operationalises social inclusion. This framework was then examined using an illustrative case study of internal migrant worker crisis in India. Data for the case were collected from various national and international media, government and non-government reports published in English on the pandemic related migrant crisis in India.FindingsAccess and control over food was fraught with barriers for migrant workers. As the lockdown progressed, access to and control over work opportunities was precarious. Furthermore, the resource-control constraints faced by migrant workers in terms of food, work and transport had a direct impact on their experience of social inclusion. Lastly, the stranded migrant workers found themselves unable to fully participate in economic activities.Originality/valueTo the authors’ knowledge this is the first paper that integrates consumer vulnerability concept, originating in marketing scholarship into the social inclusion framework. This allowed for anchoring the “aspirational goals” of social inclusion into the concrete context of consumers and marketplaces.

Harmonious homegoings: alleviating consumer vulnerability through service fluidity and compassion

Purpose The purpose of this paper is to explore the role of service flexibility in addressing consumer vulnerability for chronically-traumatized consumers within the funerary context. Design/methodology/approach Using phenomenological philosophy and a grounded approach, data was collected and analyzed through 12 depth interviews with funeral service providers, coupled with observations and photographs of three second-line funeral processionals. Findings Study results include the following three primary roles of service providers in supporting chronically-traumatized consumers: the role of service fluidity in addressing trauma, mitigating vulnerability via service providers as community members and alleviating suffering through compassionate service. Service flexibility and value co-creation efforts were executed through an expansive service ecosystem of vendors. Practical implications When consumers experience vulnerability that demands reliance upon service industries, service providers can intentionally implement fluidity and agility in service design, adopt understanding and altruistic practices, and operate with empathy and compassion to orchestrate mutually-beneficial service outcomes. Social implications Rooted in transformative service research, providers are advised to consider modifying services to improve well-being and mitigate vulnerability for chronically-traumatized consumers via fluidity, community and compassion. Originality/value This study contributes originality to the body of service marketing literature by illustrating how service providers alleviate vulnerability for chronically-traumatized consumers through three adaptive service strategies.

A necessary discussion on consumer vulnerability: advances, gaps, and new perspectives

Resumo A pesquisa sobre o consumidor não se ocupa comumente dos problemas causados e/ou agravados pelas atividades de mercado. Entretanto, problemas econômicos, sociais, ambientais e de saúde pública podem ser atribuídos a determinadas práticas de mercado, nocivas a distintos agentes que nele atuam. Assim, este artigo tem o objetivo de examinar como o conceito de vulnerabilidade do consumidor vem sendo discutido na literatura de marketing e de consumo, por meio de uma revisão da literatura dos últimos 25 anos na produção nacional e internacional de congressos científicos e periódicos. Procura-se identificar as diferentes perspectivas e definições nas principais fontes em que a temática é discutida, com o objetivo de sugerir uma definição abrangente para a vulnerabilidade na área de marketing e que leva em conta a vulnerabilidade de outros agentes. Identificamos que a vulnerabilidade é um tema que vem adquirindo importância, apesar da predominância de uma perspectiva gerencialista, que prioriza a geração de conhecimento benéfico às empresas. Parece-nos urgente que Marketing e Estudos de Consumo interessem-se por conhecimento que proteja e beneficie o consumidor e a sociedade em geral. Acreditamos que o estudo da vulnerabilidade também deve suscitar o desenvolvimento de políticas públicas adequadas e a discussão sobre as atividades reguladoras, para além do consumidor. Assim, com base nos resultados, sugerimos que a vulnerabilidade pode ser definida como um estado de fragilidade de indivíduos frente às práticas de mercado e que pode manifestar-se em diferentes etapas no processo de produção, comercialização e consumo.

Artificial Intelligence in Marketing

The purpose of this chapter is to shed light on the consumer-AI interaction in the marketplace. By this aim, the chapter uses a literature review approach. The previous literature examining AI from a consumer behavior perspective is reviewed, and the findings are compiled in a meaningful flow. According to the review, we see that the traditional marketplace is shaped by AI from only human-to-human interactions to human-to-AI and AI-to-AI interactions. In this new marketplace, while consumers interact with AI, they gain new experiences and feel positive or negative because of these experiences. Also, they build different relationships with AI, such as servant, master, or partner. Besides these relationships, there are still concerns about AI that are related to privacy, algorithmic biases, consumer vulnerability, unemployment, and ethical decision making.