Consumers experiencing vulnerability: a state of play in the literature

• Published in: The Journal of services marketing 2022-03, Vol.36 (2), p.110-128
• Main Authors: Riedel, Aimee, Messenger, Dana, Fleischman, David, Mulcahy, Rory
• Format: Article
• Language: English
• Subjects: Consumers; Literature reviews; Market segments; Marketing; Systematic review
• ISSN: 0887-6045; 2054-1651
• DOI: 10.1108/JSM-12-2020-0496

Purpose The purpose of this paper is to provide a state-of-the-art review of research on consumers experiencing vulnerability to describe the current situation of the consumers experiencing vulnerability literature and develop an up-to-date synthesised definition of consumers experiencing vulnerability. Design/methodology/approach This systematic review, guided by the PRISMA framework, takes a multi-disciplinary approach to identify 310 articles published between 2010 and 2019 examining consumers experiencing vulnerability. Descriptive analysis of the data is undertaken in combination with a thematic and text mining approach using Leximancer software. Findings A definition of consumers experiencing vulnerability is developed- “unique and subjective experiences where characteristics such as states, conditions and/or external factors lead to a consumer experiencing a sense of powerlessness in consumption settings”. The findings reveal consumers experiencing vulnerability have often been classified using a uni-dimensional approach (opposed to a multi-dimensional), focussing on one factor of vulnerability, the most prevalent of these being economic and age factors. A lack of research has examined consumers experiencing vulnerability based upon geographical remoteness, gender and sexual exploitation. Originality/value This paper is one of the first to examine consumers experiencing vulnerability using a systematic approach and text mining analysis to synthesise a large set of articles, which subsequently reduces the potential for researchers’ interpretative bias. Further, it is the first to generate a data-driven definition of consumers experiencing vulnerability. It provides targeted recommendations to allow further scholarly, policy and practical contributions to this area.