Vulnerable Consumers and Consideration of Methods of Marketing

Marketing Research and Consumer Behavior
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Marketing Research and Consumer Behavior
A vulnerable consumer is one who is susceptible to detrimental ramifications, including exploitation by businesses due to their weaknesses. Vulnerable consumers grapple with either one of the susceptibilities described, which differentiate them from mainstream adult consumers: (a) physical (e.g., being allergic or sensitive to specific substances), (b) mental (for example, loss of cognitive capabilities due to old age), (c) social (for example, living below the poverty line), and (d) motivational (e.g., suffering from terminal illnesses, grief). These vulnerabilities derive from factors outside the particular populations’ control (Palmer & Hedberg, 2013). In addition, the vulnerabilities mentioned above make these consumers susceptible to predatory or detrimental business practices compared to the general population.
Considering marketing codes of ethics, the government must augment regulation to protect the interests of vulnerable consumers. The vulnerable consumers are substantially less able compared to their ordinary counterparts to establish and identify their interests. Second, government regulation would play a central role in ensuring businesses do not exploit or mistreat them based on predetermined susceptibilities. Noteworthy, it is...