Consumer Vulnerability with a Focus on Homelessness

That consumers are vulnerable in a variety of ways and in different contexts is central to our understanding of public policy and marketing (see Baker, Hunt, and Rittenburg [2007] and Lee, Ozanne, and Hill [1999] for two examples). One way of capturing this vulnerability for resource-deprived individuals around the world is through the lens of consumption adequacy, which has been offered in several different articles over the last 25 years (e.g., Martin and Hill 2012). This construct captures possible deficits in foodstuffs and potable water, clothing consistent with culture and environment, remedial and preventative health care, shelter that serves protective and privacy needs, and opportunities to advance oneself over time. While each one has its importance to consumptive thriving and surviving, this commentary concentrates attention on the role of shelter and housing in the collective mix of goods and services.