Stop Calling People “Poor”: What You Don’t Know About Vulnerable Consumers May Cost You
In the US, millions of consumers experience various forms of vulnerability, including poverty, homelessness, and substance use disorders. Moderated by Broderick Turner, marketing scholars Erick Mas and Esther Uduehi will share cutting-edge research that focuses on how identity can transform how vulnerable consumers authentically connect with brands. They’ll share how language can motivate others to help these communities. Local Initiatives Support Corporation (LISC) will also participate in this session to discuss how they implement inclusive strategies to change negative perceptions and outcomes for vulnerable communities across the United States.
University of Pennsylvania
Esther Uduehi is a PhD candidate in Marketing at The Wharton School. She studies how diversity and stigma impact the way consumers interact with the marketplace. Using archival data as well as lab and online experiments, Esther examines how diversity affects consumption experiences via advertising and language choices made by brands and organizations. Prior to Wharton, Esther taught mathematics at the Spence School in NYC. She received a BA in Mathematics and Chemistry from Indiana University, and an MSc from the University of Oxford as a Rhodes Scholar.
Broderick L. Turner, Jr. is an assistant professor of marketing at Virginia Tech. He leads multiple research projects that are connected by a research framework he developed. He considers the Consequences , i.e., the behavioral outcome given a relevant context, the underlying Rules of this behavior, i.e., the logical, psychological processes. Once the rules are understood, his teams test rule-based Interventions that can change consumers' behavior. Within this C.R.I. framework , his research considers consequential contexts that impact the lives of marginalized and vulnerable consumers; poverty, gender identity, and surveillance. His work has been published in the Proceedings of the National Academy of Sciences (PNAS), and featured on NPR and other media outlets. Professor Turner also founded The Flea-Market Lab . The lab aims to never generalize findings to vulnerable populations without working directly with them. The lab has established stalls in outdoor flea-market in both Miami, FL and Chicago, IL.
Erick M. Mas is a Postdoctoral Fellow at the Owen Graduate School of Management, Vanderbilt University. He has a PhD in marketing from the University of North Texas, an MBA from Barry University, and a BA in Marketing from the University of Puerto Rico at Mayagüez. Erick's research uses consumer psychology to draw strategic consumer insights centered around the influence of social class, political ideology, and emotional intelligence on marketplace behaviors. His professional background is in advertising and digital marketing.
Pricing & Registration
Oct 20, 1:00 PM EDT
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