The Vulnerable Consumer

Naresh K. Malhotra was selected as a Marketing Legend in 2010, and his refereed journal articles were published in nine volumes by Sage with tributes by other leading scholars in the field. He is listed in Marquis Who’s Who in America and in Who’s Who in the World. In 2017, he received the Albert Nelson Marquis Lifetime Achievement Award from Marquis Who’s Who. In 2020, Dr Malhotra was listed in the published list of the World’s Top 2% Most-cited Researchers across all disciplines (22 major fields and 176 subfields), according to research conducted by the Meta-Research Innovation Center at Stanford University. He is also listed in Research.com 2024 Ranking of Best Scientists in Business and Management, as well as Best Scholars. He has several top (number one) research rankings that have been published in the literature. Angela Y. Lee is the Mechthild Esser Nemmers Professor of Marketing at The Kellogg School of Management at Northwestern University, Illinois, USA

Volume Editor's Introduction; Angela Y. Lee

Chapter 1. Aging and vulnerabilities in consumer information processing; Aimee Drolet, Tayler Bergstrom, and Ilana Brody

Chapter 2. Vulnerability and Consumer Poverty: An Explication of Consumption Adequacy; Ronald Paul Hill and Girish Ramani

Chapter 3. Not knowing who I am: Implications for materialism and consumption behaviors; Marsha L. Richins

Chapter 4. From stigma to scarcity: On interpersonal and cognitive sources of vulnerability for Consumers in poverty; Nathan N. Cheek and Eldar Shafir

Chapter 5. The yin and yang of hard times: When can states of vulnerability motivate self-improvement?; Kelly Goldsmith, Caroline Roux, Christopher Cannon, and Ali Tezer

Chapter 6. Marketplace solutions to motivational threats: Helping consumers with four distinct types of vulnerability; Emily Nakkawita and E. Tory Higgins

Chapter 7. Leaves in the wind: Underdeveloped thinking systems increases vulnerability to judgments driven by salient stimuli; Ryan Rahinel, Rohini Ahluwalia, and Ashley S. Otto

Chapter 8. "I did not think of myself as a 'Customer'": The confluence of intertwined vulnerabilities among subsistence consumers through marketplace literacy; Madhu Viswanathan, Lucy Joy Chase, and Maria Jones

Chapter 9. A consumer vulnerability perspective on eviction; David Crockett, Lenita Davis, and Casey Carder-Rockwell