Abstract
Today’s young consumers are facing a risk related to technologies usages. That’s why it seems interesting to get a deeper understanding of young consumer weaknesses in the consumer society. In order to develop a better understanding of young consumers vulnerability, it is important to explore their perception of the areas and the behaviours associated with the vulnerable young consumers. In the marketing literature, consumer vulnerability has been defined in various ways (Baker et al., 2005; Ringold, 2005); however, attaining consensus on a definition is difficult due to its complexity.
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© 2015 Academy of Marketing Science
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Batat, W. (2015). Young Consumers within a Marketplace Surrounded by Technologies: Understanding the Domain of Teenage Consumers Vulnerability. In: Dato-on, M. (eds) The Sustainable Global Marketplace. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10873-5_28
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DOI: https://doi.org/10.1007/978-3-319-10873-5_28
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-10872-8
Online ISBN: 978-3-319-10873-5
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