Social and Behavioral Sciences Commons^™

Living In A Gender-Binary World: Implications For A Revised Model Of Consumer Vulnerability, Kim Mckeage, Elizabeth Crosby, Terri Rittenburg

School of Business All Faculty Scholarship

Baker, Gentry, and Rittenburg’s (2005) model of consumer vulnerability outlines the personal, social, and structural characteristics that frame consumers’ experiences of vulnerability in the marketplace. Later applications and enhancements have expanded consumer vulnerability theory. While the theory has been applied in numerous settings, to date it has not been used to examine the ways that gender identity may intersect with market factors to produce vulnerability. Application in this setting also allows for the integration of various model enhancements, and the examination of vulnerability using a more complete formulation of the theory. Based on in-depth qualitative interviews and collages, along with …