Marketing

Abstract: Across ten experimental studies, this research identifies and provides evidence of a disability preference stereotype whereby observers infer that disabled consumers prefer utilitarian products more than nondisabled consumers, and prefer hedonic products less than nondisabled consumers. We show that this stereotype occurs because of societal associations between physical disability and pity. Pity elicits a multidimensional response such that considering the interests of a disabled person increases feelings of personal discomfort, driving both an inclination to help (help-giving orientation) and a tendency to assess the perceived misfortune (misfortune appraisal) in parallel. Thus, when considering the preferences of disabled individuals, the help-giving orientation increases focus on functional (utilitarian) goods, while the misfortune appraisal decreases focus on pleasurable (hedonic) goods. Importantly, this stereotype can be mitigated through increased disability representation. Representation of empowered disabled individuals in media can dampen the help-giving orientation, reducing inferred utilitarian preferences, while representation of disabled people partaking in daily pleasures through increased accessibility can reduce misfortune perceptions, increasing inferred hedonic preferences. This work addresses the paucity of disability-related consumer research, identifies how aspects unique to consumption can limit consumers with disabilities, and highlights opportunities to minimize ableist stereotypes by expanding representation and increasing marketplace inclusion.

Abstract: We investigate extraordinary group experiences to better understand how highly stressed consumers gain and preserve long-term well-being from their associated memories. We report the results of three studies that use experiments, a survey, and organizational data from Make-A-Wish. We find that groups who are profoundly stressed and share an extraordinary experience (e.g., families with a critically ill child) create memories that improve their well-being via enhanced cohesion, the perception that the group is stable, bonded, and enduring. We show that highly stressed consumers recharge basic psychological needs through extraordinary experiences and the benefits of these experiences are prolonged by collectively rehearsing the associated memories, a process that causes consumers to come together and experience increased well-being even years after the experience. Through our investigation of special memories, cohesion, and well-being, our results suggest that investments in extraordinary group experiences by the charitable wish sector and stressed consumers is money well spent with long-term benefits.