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Hidden consumers in marketing - the neglect of consumers with scarce resources in affluent societies

Hjort, Torbjörn LU and Ekström, Karin M (2009) In Journal of Marketing Management 25(7-8). p.697-712
Abstract
Abstract Research in marketing has neglected economic scarcity in affluent

societies, with a few exceptions. Many affluent states are today facing financial difficulties and a global belief in the market as self-regulating, and in de-regulation have led to a focus on consumer agency. This has also contributed to a widening gap regarding opportunities to consume in affluent societies. The purpose of this article is to bring attention to the importance of considering economic scarcity in affluent societies among marketers in studies on consumption by using theoretical concepts from welfare studies such as inclusion and exclusion, participation and inequality. Researchers who ignore the consequences of the lower strata in the income... (More)
Abstract Research in marketing has neglected economic scarcity in affluent

societies, with a few exceptions. Many affluent states are today facing financial difficulties and a global belief in the market as self-regulating, and in de-regulation have led to a focus on consumer agency. This has also contributed to a widening gap regarding opportunities to consume in affluent societies. The purpose of this article is to bring attention to the importance of considering economic scarcity in affluent societies among marketers in studies on consumption by using theoretical concepts from welfare studies such as inclusion and exclusion, participation and inequality. Researchers who ignore the consequences of the lower strata in the income hierarchy disregard the complexity of consumption. It is argued that regardless of income, we are all consumers, but with different opportunities and abilities. The hegemony of free choice needs to be challenged. (Less)
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author
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
Social comparison., Participation, Inclusion/exclusion, Consumption, Welfare
in
Journal of Marketing Management
volume
25
issue
7-8
pages
697 - 712
publisher
Westburn Publishers
external identifiers
  • scopus:78149390567
ISSN
0267-257X
language
English
LU publication?
yes
id
e9107e0f-b607-4663-9edd-4bd86f20ac0c (old id 1671811)
date added to LUP
2010-09-20 11:03:27
date last changed
2017-10-01 03:53:54
@article{e9107e0f-b607-4663-9edd-4bd86f20ac0c,
  abstract     = {Abstract Research in marketing has neglected economic scarcity in affluent<br/><br>
societies, with a few exceptions. Many affluent states are today facing financial difficulties and a global belief in the market as self-regulating, and in de-regulation have led to a focus on consumer agency. This has also contributed to a widening gap regarding opportunities to consume in affluent societies. The purpose of this article is to bring attention to the importance of considering economic scarcity in affluent societies among marketers in studies on consumption by using theoretical concepts from welfare studies such as inclusion and exclusion, participation and inequality. Researchers who ignore the consequences of the lower strata in the income hierarchy disregard the complexity of consumption. It is argued that regardless of income, we are all consumers, but with different opportunities and abilities. The hegemony of free choice needs to be challenged.},
  author       = {Hjort, Torbjörn and Ekström, Karin M},
  issn         = {0267-257X},
  keyword      = {Social
comparison.,Participation,Inclusion/exclusion,Consumption,Welfare},
  language     = {eng},
  number       = {7-8},
  pages        = {697--712},
  publisher    = {Westburn Publishers},
  series       = {Journal of Marketing Management},
  title        = {Hidden consumers in marketing - the neglect of consumers with scarce resources in affluent societies},
  volume       = {25},
  year         = {2009},
}