After 50 years, it is time to talk about value hierarchy and inequality

This research enriches the field’s perspective on value and argues that to seriously address inequality during the next 50 years, consumer research must explore processual aspects of value hierarchy and consider its relationship to inequality. Doing so recognizes the duality of structures as embodying outcomes and agency, as well as the need to view value not only as what it is but also as what it does. To begin to address limitations in the literature, we use empirical evidence from an investigation of the cancer care market from 1970 to 2021 to understand how value hierarchy shapes and manifests as inequality. This is conceptualized as: distribution of multilevel resources, consolidation of consumer power, stratification of consumer agency, and (de)credentialization of worthiness. Building on each of these, we discuss a research agenda for future JCR inquiries and introduce “value hierarchy as inequality” as a big-tent issue for consumer research.