search query: @indexterm Marketing research / total: 648
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| Author: | Ekström, K. M. Hjort, T. |
| Title: | Hidden consumers in marketing - the neglect of consumers with scarce resources in affluent societies |
| Journal: | Journal of Marketing Management
2009 : SEP, VOL. 25:7-8 p. 696-712 |
| Index terms: | consumption welfare participation marketing research incomes |
| Language: | eng |
| Abstract: | The article aims 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 (e.g. inclusion and exclusion, participation and inequality). Researches ignoring the consequenses of the lower strata in the income hierarchy disregard the complexity of consumption. There is an argument that regardless of income, we are all consumers but with different opportunities and abilities. |
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