The social model and consumers with disabilities research: contributions, criticisms, and call for new perspectives

ABSTRACT

Since the 1990s, the marketing literature has seen the emergence of research dedicated to consumers with disabilities (CWD). This work is mostly based on the social model of disability, which encourages practitioners to eradicate the physical and architectural barriers faced by individuals. However, in the field of disability studies, the social model is increasingly criticised both for being too radical and for neglecting the subjective experience of disability. In this paper, we attempt to illuminate existing views, while advocating new perspectives, for conceptualising and representing disability in consumer research. With this in mind, we first briefly present the major conceptual foundations and models of disability research. Then, we systematically review marketing literature on CWD to examine the perspectives used when studying this phenomenon. Finally, we propose a research agenda aimed at advancing the understanding of consumption and disability.

KEYWORDS:

• Disability
• impairment
• social model of disability
• representations of disability
• embodiment

Acknowledgement

The authors would like to extend their warmest thanks to the editors and reviewers for their kind and constructive comments and suggestions, which were invaluable in helping to improve the paper.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Anthony Beudaert

Anthony Beudaert, PhD, is associate professor in marketing at the University Savoie Mont Blanc (IREGE research center). His work focuses on the consumption of people with disabilities. He has worked on their vulnerability, their identity trajectories and theirrelationship with time. His work has been published in Journal of Business Research, Recherche et Applications en Marketing, Consumption, Markets & Culture, Journal of Services Marketing and Décisions Marketing. He is also the co-founder of the Interdisciplinary Conference on Disability and Consumption (ICDC).

Marlys Mason

Marlys Mason, PhD, is the Association Dean and Associate Professor of Marketing in the Spears School of Business at Oklahoma State University. Her research centers around consumer health and well-being, vulnerability, disability, resiliency, and public policy. Her work is published in the Journal of Consumer Research, Journal of Public Policy & Marketing, Journal of Business Research, Journal of Marketing Management, Consumption, Markets & Culture, Journal of Consumer Affairs, Journal of Macromarketing, and more. She serves as Associate Editor of the Journal of Public Policy & Marketing and editorial review boards for JPPM and JCA.

Jean-Philippe Nau

Jean-Philippe Nau, PhD, is associate professor at University of Lorraine. His research focuses on inclusion and exclusion issues related to consumption. He has worked on the digitalization of consumption practices (video games, illegal downloading) and on the consumption of people with disabilities. He is the co-founder of the Interdisciplinary Conference on Disability and Consumption (ICDC). He is the program director of a master degree dedicated to management in the health and social sector. He published in outlets such as European Journal of Marketing, Recherche et Applications en Marketing and Décisions Marketing.