Do people with disabilities believe the ADA has served their consumer interests?

In recent years, numerous changes in the retail sector have been made to create accessibility for people with disabilities and to establish compliance with the Americans with Disabilities Act (ADA). This paper examines the responses of 1,000 people with disabilities taken from the 1998 National Organization on Disability/Harris Survey of Americans with Disabilities. These data enable us to examine whether the consumer interests of people with disabilities have been served by this legislation from the perspective of the people whom the law was designed to protect. The findings indicate that (1) respondents who are aware of the ADA are significantly more likely than those unaware of the ADA to believe that things have gotten better since the enactment of the ADA; however, a clear majority of those who are aware still believe that the ADA has made no difference; (2) respondents believe perceived access is related to disabilities and to environmental factors; (3) respondents who perceive fewer access problems spend more time in the marketplace; and (4) greater life satisfaction is related to greater perceptions of marketplace access and more frequent participation in the marketplace. In general, the results show that respondents believe their consumer interests have been served by the ADA, but the results also show there is more to be done.     

Consumer normalcy: Understanding the value of shopping through narratives of consumers with visual impairments

This paper extends our understanding of the symbolic and experiential value of shopping. By exploring the narratives of consumers with visual impairments, consumer normalcy is shown to be an important value of shopping implicit in discussions of shopping experiences. The informants often achieve consumer normalcy, which they reveal consists of four dimensions: participating or being-in-the-marketplace (I am here), achieving distinction through the marketplace (I am me), demonstrating competence and control (I am in control), and being perceived as an equal in the marketplace (I belong). The consumer normalcy construct reveals to readers how shopping experiences contribute to identity and the tension between acceptance by others and individual agency. Reality differs between informants, but their collective realities inform how consumers realize their self and consumption aspirations by shopping.     

Purchase power: An examination of consumption as voting

Abstract

There has been a reported increase in political activity through the marketplace in the form of ‘consumer votes’. The use of marketplace votes by consumers to address their concerns about societal issues is a phenomenon that has growing relevance for firms, since they are often affected by such consumer citizenship. Therefore, this paper aims to enhance our conceptual understanding of the consumer voting phenomenon. It explores marketplace power relations and the constraints and enabling mechanisms they may pose to consumers seeking change through consumer voting. Consumer voting practices, consumer sovereignty discourses, and power tensions in marketplace encounters are examined in relation to Foucault's notions of power, technologies of the self, and governmentality. Foucault provides a critical lens to illuminate the potential for consumer resistance, an approach that so far has been somewhat neglected by the extant marketing and consumer research literature.     

Electronic shopping: young people as consumers

Findings and discussions in this paper lead to recommendations in relation to young people as consumers in the electronic marketplace. The recommendations in this paper may be of value to students, academics, e‐marketers and e‐retailers. This paper seeks to take a cross‐border perspective while discussing the issue of young consumers and electronic shopping. It attempts to discuss significant macro‐environmental influences on young consumers in the electronic commerce market. It also highlights important opportunities and threats, relevant to the young consumers target market. The paper finally introduces generic strategies that may be used to successfully target the youth market and discusses resulting implications. Before delving into the electronic shopping market analysis and the strategic focus on young people, the paper will first introduce the meaning of electronic shopping and highlight the interdependent nature of electronic shopping and e‐commerce. It will also explain what is meant by young consumers in the context of this study.     

The Privacy Paradox: Personal Information Disclosure Intentions versus Behaviors

Impelled by the development of technologies that facilitate collection, distribution, storage, and manipulation of personal consumer information, privacy has become a “hot” topic for policy makers. Commercial interests seek to maximize and then leverage the value of consumer information, while, at the same time, consumers voice concerns that their rights and ability to control their personal information in the marketplace are being violated. However, despite the complaints, it appears that consumers freely provide personal data. This research explores what we call the “privacy paradox” or the relationship between individuals’ intentions to disclose personal information and their actual personal information disclosure behaviors.     

Low literacy,policy and consumer vulnerability: Are we really doing enough?

A perennial issue in transformative consumer research and public policy is the plight of low‐literate vulnerable consumers. Low‐literate consumers have been observed misinterpreting labels, misusing products and purchasing the wrong item, which leads to devastating outcomes as they continue to make poor decisions out of ignorance. Based on a thorough review of past studies on consumer literacy and vulnerability, we explore how stigma and attribution operate as underlying mechanisms for influencing how low‐literate consumers behave in the marketplace. This paper problematises blanket statements that all low‐literate consumers are vulnerable and addresses the possibility that universal policy actions may inadvertently create further marginalization for those it is meant to protect. Our paper contributes by introducing a new typology of low‐literate consumer vulnerability to challenge conventional understandings of who the vulnerable consumers are in relation to their literacy level and actual marketplace behaviour. From a policy standpoint, the insights gained from our review speak to the need for differentiating low‐literate consumers in terms of their status of vulnerability, which inform public policy initiatives and effective consumer education for their empowerment and protection.     

Leading the way: Motivating environmental action through perceived marketplace influence

This research explores the perceived marketplace influence (PMI) belief and its role in explaining behavior. Across three studies, we show PMI to be distinct from other efficacy-based constructs and a powerful predictor of pro-environmental and socially-motivated behavior. Specifically, consumers are motivated to act when they believe their behavior influences other marketplace actors. We develop a ten-item scale for PMI and display its predictive and incremental validity in explaining environmental behavior before showing its power to translate environmental concern into corresponding behavior. We then find that PMI predicts social environmentalism and environmental citizenship behaviors, and that these effects are attenuated by consumer skepticism of marketing. While complementing existing efficacy-related beliefs with its explicit marketplace focus, PMI provides an important tool for marketers operating in environmental and prosocial niches by allowing them to understand and target the consumers most likely to adopt their products or attempt to recruit others in environmentally-motivated efforts.     

Organics: marketplace icon

This essay explores and debates the status of organics as a marketplace icon. Organic products are somewhat unique in having a place in both mainstream and niche markets. The breadth of organic products and sales continue to rise, and certification processes have become more sophisticated, stringent and successful. Organics are loved and loathed by consumers, and loved and loathed (and often parodied) in popular culture. The market is both friend and enemy of organic products and organic consumers. What organics mean is complicated and confusing, and their benefits for both the natural environment and human health are contested. Scrutiny of organics allows us to explore how the relationship between regulations, the market and popular culture contribute to the development of an icon, firmly rooted in the marketplace, while also maintaining its status as ambivalent commodity. I conclude that organics are indeed marketplace icons – but decline to offer advice on whether or not I recommend becoming an organic consumer (despite my own avid purchase of all things organic).     

Exploring the impact of packaging interactions on quality of life among older consumers

ABSTRACT

This paper explores the concept of consumer vulnerability in the context of older consumers’ packaging interactions. Consumer vulnerability is viewed as a situational state of powerlessness where marketplace imbalances or harm may occur from consuming marketing messages and/or products. The paper draws upon evidence from a series of in-depth interviews and observations with a cross section of 11 consumers aged between 59 and 85 years concerning their experiences with fast-moving consumer goods packaging. The findings reveal that changes as a result of the multiple dimensions of ageing can increase older consumers’ risk of experiencing vulnerability during packaging interactions. The paper provides new insights to aid firms in empowering older consumers through packaging development, thus reducing vulnerability.     

Why Consumers Hesitate to Shop Online: Perceived Risk and Product Involvement on Taobao.com

Heralded as one of the fastest-growing regions in e-commerce sales, Asia has received increasing attention from online retailers as a promising e-commerce market. Therefore, to provide better insight into Asian online marketplaces, this study focuses on Taobao.com (hereafter referred to as “Taobao”), a major Chinese online marketplace, and attempts to shed light on consumers’ perceptions of Taobao. More specifically, this study examines (a) what consumers in China think about Taobao as an online marketplace when purchasing high- or low-involvement products; (b) what types of risk are associated with each product; and (c) how online consumers’ risk perceptions consequently influence both their trust toward Taobao and their purchase intention. Multidimensional perceived risks (financial, privacy, product, security, social/psychological, time) were considered in the research. Participants were 217 Chinese university students. The results indicate that product risk and social/psychological risk were negatively associated with consumers’ trust and purchase intention, regardless of their degree of product involvement. Interestingly, financial risk was positively related to trust and purchase intention. Findings are discussed with managerial implications, followed by limitations and future studies.     

In Advertising We Trust: Religiosity's Influence on Marketplace and Relational Trust

Trust is a critical component of marketing for both brands and consumers. Competing theories suggest that high-religiosity consumers could be either more or less trusting of marketing. Thus, this article explores religiosity's influence on broad marketplace trust that influences more specific relational trust in the context of advertising messages. Study 1 shows that marketplace and relational trust positively mediate the relationship between religiosity and product evaluations. Studies 2 and 3 test moderators to this relationship based on three dimensions of religiosity: affective, behavioral, and cognitive.     

Consumers and Biotechnology: A Synopsis of Survey and Focus Group Research

The Office of Consumer Affairs of Industry Canada, in conjunction with other federal departments, has undertaken preliminary work to identify concerns and highlight consumer issues with respect to biotechnology and its applications. This has included conducting a number of surveys and focus groups to identify what consumers know about biotechnology; where there are information gaps; and how information impacts upon consumers' purchasing decisions.This paper is structured into five sections. First, it provides an overview of some background information on biotechnology. The second section summarises consumers' knowledge of, and reactions to, biotechnology. Next, the paper highlights factors that influence consumers' attitudes towards biotechnology. The fourth section examines two ways of overcoming marketplace barriers contrasting increased consumer awareness with more traditional legislative mechanisms. The concluding section outlines questions that need to be answered in order to determine how the marketplace can best address issues related to biotechnological products.     

The Effect of Stylistic Product Information on Consumers’ Aesthetic Responses

This paper investigates the effect of stylistic information about a product, defined as verbal product information aimed at helping consumers to interpret a product's visual design, on consumers’ aesthetic responses. The results of three experimental studies show that for consumers with higher centrality of visual product aesthetics (CVPA), stylistic information positively influences aesthetic responses through perceived meaningfulness of product design (i.e., the extent to which an individual is able to make sense of a product's visual appearance and understands what it represents). Further, these effects translate into consumers’ purchase intentions. For consumers with lower CVPA, stylistic information neither affects aesthetic responses nor perceived meaningfulness of product design. These findings contribute to existing research on consumers’ aesthetic processing by highlighting the importance for consumers to grasp a product's design meaning in order to maximally appreciate its visual appeal.     

Relational Domain Switching: Interpersonal Insecurity Predicts the Strength and Number of Marketplace Relationships

In this paper, the authors test a compensation model of interpersonal and marketplace relationships. Guided by an attachment theory perspective, the authors argue that reflecting on or experiencing insecure interpersonal relationships can induce consumers to seek surrogate relationship partners in the marketplace. This general prediction is supported by results from an experiment and two surveys. Specifically, results show that interpersonally anxious consumers report more and stronger brand relationships. Furthermore, interpersonally avoidant consumers report more and stronger brand relationships, as well as more numerous but weaker service relationships. These studies support the prediction that people employ marketplace solutions to offset deficiencies in their personal relationships. The paper concludes by contextualizing the results within research on loneliness and materialism.     

What retailers need to understand about website inaccessibility and disabled consumers: Challenges and opportunities

This research uniquely contributes to the marketing policy literature by illuminating the widespread yet seldom studied problem of online inaccessibility of retail websites affecting approximately 30 million disabled Americans. When a website is not designed to be navigated easily or is not compatible with assistive technology such as a screen-reader, these potential customers are not able to independently search for information and conduct transactions. Blind and low vision participants in an empirical study provide their opinions regarding accessibility policy issues and reveal that their frustrations with inaccessible retail websites may result, not only in avoidance of the retailer in its different sales channels but also in antifirm behaviors driven by negative attitudes toward perceived retailer accessibility/disability policy that spur feelings of online marketplace discrimination. Using two different evaluation tools, the top 100 retailers in the United States were evaluated on the accessibility of their websites over the past 4 years (2015–2018). Results show that most websites contain many design errors making navigation very difficult or even impossible for vision impaired consumers. The argument is made that online retailers who proactively address these inaccessibility issues on their websites may significantly increase their customer base and profitability.     

Supermarkets as libraries of postmodern mythology

Using qualitative research methods this article explores the relationship between the point-of-purchase brand rhetoric and the consumers' reading of the poetry of packaging. The findings emphasize the myth-making function of commercial storytelling, identify the consumer as co-creator of marketplace myths, and theorize the process of myth-making as a projectable field that remains open to interpretations by consumers. Instead of producing a single mono-myth, the research demonstrates, package narratives produce multiple micro-myths. These postmodern fragmented micro-myths more fully connect consumers with brands.     

Consumer Protection in Cyber Space and the Ethics of Stewardship

This paper explores how consumer protection is evolving in the information-communications technology (ICT) sector. Traditionally, consumer protection law regimes are vertical in design and somewhat paternalistic in attitude. Requirements are imposed by governmental agencies on providers of goods and services with a view to protecting consumers. In many cases, consumers are not actively engaged by regulatory regimes in their own protection and may not be able to contract out of provisions designed for their protection. In the context of internet-based activities, however, a paradigm shift is necessary to protect not only the individual consumer but the wider network of consumers using the internet. This paper explores what consumer protection should look like in our hyper-connected, online world. Its central argument is that a new sort of model is necessary for consumer protection in the ICT sector. In the context of internet-based activities, regulators must engage consumers on a horizontal level as co-stewards of the internet. This involves more than just education about the risks of malware and online scams. The consumer protection framework must draw consumers into its structure as proactive agents working collaboratively with government, internet service providers, and other stakeholders to promote cyber security.     

Halloween in a material world: trick or treat?

The contemporary secular celebration of Halloween is a far cry from its ancient Celtic pagan origins. Since it was brought over to the United States in the 1840's by Irish immigrants, its observance as an American festivity has grown in popularity, particularly since the 1980's when mass-produced and mass-marketed Halloween-related paraphernalia began to flood the marketplace allowing retailers to make it a major seasonal event. This American rendition of Halloween has somewhat ironically migrated back to Europe, where it has been readily embraced by retailers and consumers alike. This paper explores the perceptions of British consumers towards the contemporary Halloween celebration. The findings of a qualitative study of adults reveal ambivalence about the rising level of commercialisation and Americanisation of the event, yet demonstrate how an enhanced understanding of hedonic meanings attached to Halloween can lead to new insights into why consumers are so attracted to celebrating this increasingly popular festivity.     

Using consumer responsibility reminders to reduce cuteness-induced indulgent consumption

Cute products targeted to adults abound in the marketplace, and recent research has shown that whimsically cute products can increase indulgent consumption in adults. The current research explores the potential of using consumer reminders to curb these effects. This research identifies consumer responsibility reminders as an important factor that can limit indulgent consumption induced by exposure to cute products. Two studies show that the effect of cute products on indulgence can be reduced by (1) reminding consumers of their responsibility for their outcomes in life by enhancing feelings of personal control and (2) reminding consumers of their responsibility to other people by increasing prosocial orientation. Findings from this research have important implications for helping consumers make choices more consistent with their long-term well-being when faced with cute products in various categories.     

Consumer Protection in Electronic Commerce: Some Remarks on the Jordanian Electronic Transactions Law

It has become increasingly certain that the success of e-commerce in any country depends mainly on the predictability and suitability of the legal framework and whether such framework copes sensibly with the needs of online consumers. For e-commerce to reach its full potential, consumers must have effective protection when shopping online, and their primary rights must be adequately protected. This paper thus explores the way in which the Electronic Transactions Law deals with such rights and determine whether or not this law gives due attention to consumer protection in an online environment. Furthermore, this paper encourages debate of what such law should be in order to enhance legal certainty as well as increase trust in e-commerce in Jordan. This paper, however, is not intended to provide the final answer to all questions and challenges in this regard, but to identify the main components, and provide perspectives on how to deal with such issue.