Abstract
Results of studies from various fields suggest gaps in knowledge and needed research to help understand the factors that explain degrees of vulnerability among the aged to marketing communications. Suggesting the employment of more global measures of consumer vulnerability in relation to consumer welfare, a blueprint that encompasses emergent theories and methods of studying behavior in social science is presented to guide future research on older consumers' vulnerability. Insights gained from new conceptualizations and methodologies relevant to the study of older consumers' vulnerability may better inform public policy initiatives.
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