Research & Publications / Vulnerable Communities

Vulnerable Consumers

Vulnerable Communities

We advance our understanding of consumer vulnerability and consumption practices.

Our work in Vulnerable Communities examines at-risk populations, especially impoverished or other disenfranchised consumers.

Featured Faculty



Conversations about conducting marketing research in mental health

Journal of Consumer Marketing


Jane E Machin, Teri Brister, Robert M Bossarte, Jenna Drenten, Ronald Paul Hill, Deborah L Holland, Maria Martik, Madhubalan Viswanathan, Marie A Yeh, Ann M Mirabito, Justine Rapp Farrell, Elizabeth Crosby, Natalie Ross Adkins

Vulnerable Communities, Health & Nutrition

Poverty and consumer psychology

APA Handbook of Consumer Psychology


Ronald Paul Hill

Consumer Well-Being, Vulnerable Communities

Identity Management as a Coping Strategy for Stigmatization: The Case of Indian Sex Workers in a Libidinal Market

Journal of Public Policy & Marketing


Nilanjana Mitra, Ronald Paul Hill, Himadri Roy Chaudhuri, Anindita Chaudhuri

Vulnerable Communities, Macromarketing & Public Policy

Mental health service utilization after military missions: The double-edged consequences of unit-level organizational support.

Psychological Services


Dale W. Russell, Cristel Antonia Russell, Ronald P. Hill

Health & Nutrition, Vulnerable Communities

When taking action means accepting responsibility: Omission bias predicts parents' reluctance to vaccinate due to greater anticipated culpability for negative side effects

Journal of Consumer Affairs


Gary Sherman, Stacey R. Finkelstein, Beth Vallen, Paul Connell, Wendy Attaya Boland, Kristen Feemster

Health & Nutrition, Vulnerable Communities