Understanding the vulnerability of blind consumers: adaptation in the marketplace, personal traits and coping strategies
Ponchio, Mateus Canniatti
Poli Botelho, Nara Lucia [UNIFESP]
Is part ofJournal Of Marketing Management
MetadataShow full item record
The purpose of this article is to examine the vulnerability perceived by blind consumers in the marketplace. By analysing the narratives of 16 people that have acquired blindness, we develop an understanding of the internal and external factors that affect their degree of vulnerability and identify their coping strategies. Data analysis consisted of content interpretation and a search for the meaning of the particular experiences, events and states reported by the respondents. Results show how emotional well-being, consumption-facilitating social support, acceptance, autonomy and perceptions about marketplace difficulties all relate to coping mechanisms.
CitationJournal Of Marketing Management. Abingdon, v. 32, n. 43558, p. 313-334, 2016.
- EPM - Artigos