Maura L. Scott

Mende, Martin; Bradford, Tonya Williams, Roggeveen, Anne L., Scott, Maura L. & Zavala, Mariella (2024)

Consumer vulnerability dynamics and marketing: Conceptual foundations and future research opportunities

52, s. 1301- 1322. Doi: https://doi.org/10.1007/s11747-024-01039-4 - Full text in research archive

Inspired by the goal of making marketplaces more inclusive, this research provides a deeper understanding of consumer vul- nerability dynamics to develop strategies that help reduce these vulnerabilities. The proposed framework, first, conceptualizes vulnerability states as a function of the breadth and depth of consumers’ vulnerability; then, it sketches a set of vulnerability indicators that illustrate vulnerability breadth and depth. Second, because the breadth and depth of vulnerability vary over time, the framework goes beyond vulnerability states to identify distinct vulnerability-increasing and vulnerability-decreasing pathways, which describe how consumers move between vulnerability states. In a final step, the framework proposes that organizations can (and should) support consumers to mitigate vulnerability by helping consumers build resilience (e.g., via distinct types of resilience-fueling consumer agency). This framework offers novel conceptual insights into consumer vul- nerability dynamics as well as resilience and provides avenues for future research on how organizations can better partner with consumers who experience vulnerabilities.

Shanks, Ilana; Scott, Maura L., Mende, Martin, Doorn, Jenny van & Grewal, Dhruv (2024)

Cobotic service teams and power dynamics: Understanding and mitigating unintended consequences of human-robot collaboration in healthcare services

Doi: https://doi.org/10.1007/s11747-024-01004-1