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The Paradoxical Relationship between Marketing and Vulnerability
Journal of Public Policy & Marketing
  • Clifford J Shultz, Loyola University Chicago
  • Morris B Holbrook, Columbia University
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Marketing both reduces and contributes to consumer vulnerability. In this essay, the authors explore this paradoxical relationship. Complexities and nuances captured in existing definitions are revisited. The authors then share a more expansive perspective; they offer a new typology with hopes of drawing attention to multifaceted and conflicting challenges so as to stimulate fresh thinking. Several points are raised so that policy makers and marketers might be inspired to invoke systemic solutions that increase the security and well-being of consumers who are subject to various vulnerabilities.

Author Posting. © American Marketing Association, 2009. This article is posted here by permission of the American Marketing Association for personal use, not for redistribution. The article was published in the Journal of Public Policy & Marketing, Volume 28, Issue 1, Spring 2009,

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Creative Commons Attribution-Noncommercial-No Derivative Works 3.0
Citation Information
Shultz, CJ and Holbrook, MB. "The paradoxical relationship between marketing and vulnerability" in Journal of Public Policy & Marketing 28(1), 2009.