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Are Consumers Disadvantaged or Vulnerable? An Examination of Consumer Complaints to the Better Business Bureau
Author(s) -
GARRETT DENNIS E.,
TOUMANOFF PETER G.
Publication year - 2010
Publication title -
journal of consumer affairs
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.582
H-Index - 62
eISSN - 1745-6606
pISSN - 0022-0078
DOI - 10.1111/j.1745-6606.2010.01155.x
Subject(s) - disadvantaged , perspective (graphical) , marketing , consumer education , business , consumer behaviour , advertising , consumer economics , economics , economic growth , higher education , artificial intelligence , computer science , economics education
Questions have emerged recently about the appropriateness of defining disadvantaged consumers based on their membership in certain demographic categories, such as income, age, education, and race. This study assessed whether these traditional classifications are useful for understanding consumer complaining behavior with the Better Business Bureau. Results of analysis of more than 24,000 consumer complaints filed with a local BBB office during a 13‐year period do not provide consistent support for this disadvantaged consumer perspective. Instead, the emerging vulnerable consumer perspective may provide a more promising basis for future research.