Special Session: Examining Implications of Marketing (mis)Representation on Wellbeing of Consumers with Disabilities: A Cross-Cultural Comparison: An Abstract

Abstract

One in five people in the world live with a disability (WHO 2011; Waldrop and Stern 2003) making people with disabilities (PWD) one of the largest minority consumer groups. Given historical discriminatory associations assigned to the notion of disability, consumers with disabilities are susceptible to experiencing vulnerability in the marketplace (Baker 2006; Baker et al. 2005).

Consumer research has shown a steadily growing interest in the role of marketplace experiences on PWD’ perceived marketplace and by extension social inclusion (or, inversely, exclusion) over the last decade and a half. However, prior studies have so far predominantly focused upon experiences stemming from non-accommodation for physical characteristics of these consumers. Our study focuses on examining the effects of PWD (mis)representation in advertising on their perceptions of disability and PWD position in society. Investigating the potential impact of advertising (mis)representation on PWD wellbeing bears urgency as inclusion of PWD in advertising and marketing collateral and narratives is growing given the increased recognition of PWD buying power (Donovan 2016; Shaewitz 2018).

We report preliminary findings from an ongoing two-phase study which includes: (1) semi-structured, video-elicitation supported quantitative and qualitative survey utilising online data panel sourced through Qualtrics; and (2) follow up in-depth interviews. The study covers the UK and USA to allow for a cross-national perspective in line with the increasingly broad international reach of brands; preliminary findings pertain to USA study only (n = 45).

Findings indicate that PWD respond negatively to advertising depicting ‘The Supercrip’ – i.e., a PWD portrayed as achieving beyond expectations and abilities. Such depictions elicit responses of unrealistic pressure to ‘appear more able/non-disabled’ rather than a realistic understanding of disability. Furthermore, findings show PWD internalising discriminatory perceptions of disability overall (i.e., internalised ableism – Campbell 2009), as well as enacting hierarchical attitudes to disabilities in line with prior studies identifying such attitudes among non-disabled populations (Tringo 1970; Thomas 2000).

We argue that engaging with consumers with disabilities as focal constituents and beneficiaries of this research and examining sociocultural and situational contextual specifics pertaining to these consumers is necessary for disability advertising representations achieving transformative outcomes to enhance PWD marketplace and social inclusion.

This study was made possible by Association for Consumer Research, Transformative Consumer Research Funding 2017–2018 (Tier 1 funding stream under the Sheth Initiative on Vulnerable Consumers).