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Vulnerable Consumers Seminar Series

弱势消费者研讨会系列

基本信息

批准号：
ES/J021938/1
负责人：
Susan Dunnett
金额：
$ 2.26万
依托单位：
University of Edinburgh
依托单位国家：
英国
项目类别：
Research Grant
财政年份：
2012
资助国家：
英国
起止时间：
2012 至无数据
项目状态：
已结题

来源：
https://gtr.ukri.org/projects?ref=ES%2FJ021938%2F1
关键词：
Vulnerable Consumers Seminar Series

项目摘要

The proposed programme of discussions connects with a series of important contemporary concerns that relate to broad issues of individual and societal well-being.We focus on consumer vulnerability and characterise it as an undesirable state catalysed by a number of human conditions and contexts. Vulnerability is not necessarily experienced as a permanent state and can often be felt in times of transition - job loss, bereavement, ill health, natural disaster, ageing and the identity and lifestyle shift required in becoming a parent. These conditions and characteristics affect how individuals experience, interpret and respond to the marketplace and often how the marketplace responds to them.For some time now consumer disadvantage and vulnerability has been explored by consumer researchers striving to highlight particular human conditions and positively affect individual well-being. Studies focussing on poverty, homelessness, drug addiction, immigration, illness, ageing, bereavement, and the vulnerability of children as consumers deepen our understanding of the difficulties individuals face in the marketplace. What began as a few notable studies has coalesced into a nascent yet viable research stream, often organised under the banner of Transformative Consumer Research. The impact of this work is considerable yet further research is needed to understand the contradictions and contingencies of consumer vulnerability, particularly with regard to the social consequences of consumption. For example, marketing practice is frequently indicted as a force which reduces consumer well-being and has a negative affect on society at large.Such insight into individual human behaviour has the potential to enhance quality of life. A less ambitious but nevertheless important aim is to provide consumers with 'a voice.' This is a highly significant aspect of the study of vulnerability within marketing, a discipline which has historically had a managerial focus. Increasingly consumer research emphasises how consumption relates to the rest of human existence, creating legitimacy for macro and non-managerial marketing topics. However, interest in the societal consequences of marketing does not appear to extend the same degree of legitimacy to all consumer populations. Vulnerable consumer groups often remain under-represented in depictions of the marketplace. A key objective of the series is to raise the profile of research with vulnerable populations of consumers within the marketing discipline by showcasing national and international research excellence. Further, we wish to create inter-disciplinary dialogue which can encourage both methodological best practice and increase research capacity through future collaborations. A third objective is to engage in mutual knowledge exchange with user-groups, practitioners and policy makers throughout the seminar series and beyond. The originality of this series lies in the international and interdisciplinary nature of the sessions and in its focus on the role of marketing and marketers in both enhancing and ameliorating consumer vulnerability. The sessions provide space to critique the notion of consumer vulnerability and build a broader understanding of the lived experience of consumers. Demystification is an aim here, as is investigating and challenging common myths and stereotypes that persist about such groups - through, for example, exploring the techniques the vulnerable use to navigate the marketplace. Further, as the language and practices of business infiltrate the public sector and social service provision it would seem timely to highlight the contribution marketing and consumer researchers can make to the study of consumer vulnerability. If successful this seminar series, in bringing together a somewhat fragmented research stream, would represent the first of its kind in the UK. The commitment of our invited international speakers calls attention to the need for such a series.

拟议的讨论方案与一系列涉及个人和社会福祉的广泛问题的当代重要关切相联系，我们重点讨论消费者脆弱性，并将其视为一种由若干人类条件和背景催化的不受欢迎的状态。脆弱性不一定是一种永久性的状态，往往可以在过渡时期感受到-失业、丧亲、健康状况不佳、自然灾害、老龄化以及成为父母所需的身份和生活方式的转变。这些条件和特征影响个人如何体验、解释和应对市场，以及市场如何回应他们。一段时间以来，消费者劣势和脆弱性一直被消费者研究人员所探索，他们努力突出特定的人类条件并积极影响个人福祉。研究集中在贫困，无家可归，吸毒成瘾，移民，疾病，老龄化，丧亲之痛，以及儿童作为消费者的脆弱性加深了我们对个人在市场上面临的困难的理解。最初的几项著名研究已经合并成一个新兴但可行的研究流，通常在变革性消费者研究的旗帜下组织。这项工作的影响是相当大的，但需要进一步研究，以了解消费者脆弱性的矛盾和意外情况，特别是在消费的社会后果方面。例如，营销做法经常被指责为降低消费者福利和对整个社会产生负面影响的力量，对个人行为的这种洞察有可能提高生活质量。一个不那么雄心勃勃但却很重要的目标是让消费者有发言权。“这是市场营销中脆弱性研究的一个非常重要的方面，这是一个历史上一直以管理为重点的学科。消费者研究越来越强调消费与人类生存的其他方面的关系，为宏观和非管理营销主题创造了合法性。然而，对营销的社会后果的兴趣似乎并没有将同样程度的合法性扩展到所有消费者群体。弱势消费群体在市场描述中往往没有得到充分的代表。该系列的一个关键目标是通过展示国家和国际研究的卓越性，提高市场营销学科中弱势消费者群体的研究形象。此外，我们希望建立跨学科的对话，这可以鼓励方法的最佳实践，并通过未来的合作提高研究能力。第三个目标是在整个系列研讨会期间及以后与用户团体、从业人员和决策者进行相互知识交流。这一系列会议的独创性在于会议的国际性和跨学科性质，以及其重点是营销和营销人员在加强和改善消费者脆弱性方面的作用。这些会议提供了空间来批判消费者脆弱性的概念，并建立对消费者生活体验的更广泛的理解。这里的一个目标是揭开神秘面纱，调查和挑战关于这些群体的常见神话和陈规定型观念-例如，通过探索弱势群体在市场上使用的技术。此外，随着企业的语言和做法渗透到公共部门和社会服务的提供中，强调营销和消费者研究人员可以对消费者脆弱性研究作出的贡献似乎是及时的。如果成功的话，这一系列的研讨会，在汇集一个有点分散的研究流，将代表其在英国的第一个。我们邀请的国际演讲者的承诺呼吁注意这样一个系列的必要性。