Vulnerabilizing invulnerable: pandemic and the consumption of affluent elderly
Autor(a) principal: | |
---|---|
Data de Publicação: | 2022 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | por eng |
Título da fonte: | Cadernos EBAPE.BR |
Texto Completo: | https://periodicos.fgv.br/cadernosebape/article/view/85844 |
Resumo: | Consumer vulnerability is a condition that imbalances the consumer-market relationship, causing consumers to lose control of that relationship. The COVID-19 pandemic is an external event that has contributed to this imbalance. This article explains how consumers experience the vulnerability perceived during the pandemic and the role of consumption in dealing with the effects of such vulnerability. We study retired affluent consumers with health and cultural capital to carry out their plans. Interpretative research was conducted through in-depth interviews with 31 Brazilian affluent older people, and other sources were collected, such as memes, journalistic articles, and advertisements. We found that the external event made elderly vulnerable consumers only because of their age. These consumers did not perceive themselves as vulnerable before the pandemic. Also, consumption was revealed as part of the strategy to deal with the consequences of vulnerability, and the market response helped this population resume their feeling of invulnerability. |
id |
FGV-9_3d6893e096f407cc386bc9fcbbe7bfd9 |
---|---|
oai_identifier_str |
oai:ojs.periodicos.fgv.br:article/85844 |
network_acronym_str |
FGV-9 |
network_name_str |
Cadernos EBAPE.BR |
repository_id_str |
|
spelling |
Vulnerabilizing invulnerable: pandemic and the consumption of affluent elderlyHaciendo vulnerables a los invulnerables: pandemia y consumo de ancianos acaudaladosVulnerabilizando invulneráveis: pandemia e o consumo de idosos afluentesCOVID-19Consumer VulnerabilityElderly ConsumerConsumption and CultureCOVID-19Vulnerabilidad del consumidorConsumidor ancianoConsumo y culturaCOVID-19Vulnerabilidade do ConsumidorConsumidor IdosoConsumo e CulturaConsumer vulnerability is a condition that imbalances the consumer-market relationship, causing consumers to lose control of that relationship. The COVID-19 pandemic is an external event that has contributed to this imbalance. This article explains how consumers experience the vulnerability perceived during the pandemic and the role of consumption in dealing with the effects of such vulnerability. We study retired affluent consumers with health and cultural capital to carry out their plans. Interpretative research was conducted through in-depth interviews with 31 Brazilian affluent older people, and other sources were collected, such as memes, journalistic articles, and advertisements. We found that the external event made elderly vulnerable consumers only because of their age. These consumers did not perceive themselves as vulnerable before the pandemic. Also, consumption was revealed as part of the strategy to deal with the consequences of vulnerability, and the market response helped this population resume their feeling of invulnerability.La vulnerabilidad del consumidor es una condición de desequilibrio en la relación consumidor-mercado, que hace que los consumidores pierdan el control en esa relación. La pandemia de COVID-19 es un evento externo que ha contribuido a este desequilibrio. El artículo explica cómo los consumidores experimentan la vulnerabilidad percibida en la pandemia y el papel del consumo para hacer frente a los efectos de dicha vulnerabilidad. Estudiamos a los adultos mayores adinerados jubilados, con salud y con capital cultural para llevar a cabo sus planes. La investigación interpretativa se realizó a través de entrevistas en profundidad a 31 adultos mayores ricos brasileños, y también se recopilaron otras fuentes como memes, artículos periodísticos y anuncios. Descubrimos que el evento externo hizo vulnerables a los consumidores ancianos solo debido a la edad y que dichos consumidores no se consideraban vulnerables antes de la pandemia. Además, el consumo se reveló como parte de la estrategia para enfrentar las consecuencias de la vulnerabilidad, y la respuesta del mercado a la pandemia ayudó a devolver la sensación de invulnerabilidad de esos consumidores.A vulnerabilidade do consumidor é uma condição de desequilíbrio na relação consumidor-mercado que leva o consumidor a perder o controle nessa relação; e a pandemia da COVID-19 é um evento externo que tem contribuído para este desequilíbrio. O artigo explica de que maneira o consumidor vive a experiência da vulnerabilidade percebida na pandemia; e o papel do consumo para lidar com os efeitos dessa vulnerabilidade. Nós estudamos o consumidor idoso aposentado, com saúde e capital cultural para realizar seus planos através de pesquisa interpretativista, usando entrevistas em profundidade com 31 idosos brasileiros, e outras fontes, como: memes, artigos jornalísticos e propagandas. Encontramos um evento externo que tornou consumidores idosos vulneráveis apenas pela idade, consumidores esses que não se consideravam vulneráveis antes da pandemia. Adicionalmente, o consumo revelou ser uma estratégia para lidar com as consequências da vulnerabilidade, e a resposta do mercado à pandemia ajudou a devolver a sensação de invulnerabilidade desses consumidores.Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas2022-06-27info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfhttps://periodicos.fgv.br/cadernosebape/article/view/8584410.1590/1679-395120210049Cadernos EBAPE.BR; Vol. 20 No. 3 (2022) - Uncertain consumption practices in an uncertain future; 352-368Cadernos EBAPE.BR; Vol. 20 Núm. 3 (2022) - Prácticas de consumo inciertas en un futuro incierto; 352-368Cadernos EBAPE.BR; v. 20 n. 3 (2022) - Práticas de consumo incertas em um futuro incerto; 352-3681679-3951reponame:Cadernos EBAPE.BRinstname:Fundação Getulio Vargas (FGV)instacron:FGVporenghttps://periodicos.fgv.br/cadernosebape/article/view/85844/80941https://periodicos.fgv.br/cadernosebape/article/view/85844/80942Deus, Elisa Priori deCampos, Roberta DiasRocha, Ana Raquel Coelhoinfo:eu-repo/semantics/openAccess2023-02-23T19:15:44Zoai:ojs.periodicos.fgv.br:article/85844Revistahttps://periodicos.fgv.br/cadernosebapehttps://periodicos.fgv.br/cadernosebape/oaicadernosebape@fgv.br||cadernosebape@fgv.br1679-39511679-3951opendoar:2024-05-13T10:00:27.476806Cadernos EBAPE.BR - Fundação Getulio Vargas (FGV)true |
dc.title.none.fl_str_mv |
Vulnerabilizing invulnerable: pandemic and the consumption of affluent elderly Haciendo vulnerables a los invulnerables: pandemia y consumo de ancianos acaudalados Vulnerabilizando invulneráveis: pandemia e o consumo de idosos afluentes |
title |
Vulnerabilizing invulnerable: pandemic and the consumption of affluent elderly |
spellingShingle |
Vulnerabilizing invulnerable: pandemic and the consumption of affluent elderly Deus, Elisa Priori de COVID-19 Consumer Vulnerability Elderly Consumer Consumption and Culture COVID-19 Vulnerabilidad del consumidor Consumidor anciano Consumo y cultura COVID-19 Vulnerabilidade do Consumidor Consumidor Idoso Consumo e Cultura |
title_short |
Vulnerabilizing invulnerable: pandemic and the consumption of affluent elderly |
title_full |
Vulnerabilizing invulnerable: pandemic and the consumption of affluent elderly |
title_fullStr |
Vulnerabilizing invulnerable: pandemic and the consumption of affluent elderly |
title_full_unstemmed |
Vulnerabilizing invulnerable: pandemic and the consumption of affluent elderly |
title_sort |
Vulnerabilizing invulnerable: pandemic and the consumption of affluent elderly |
author |
Deus, Elisa Priori de |
author_facet |
Deus, Elisa Priori de Campos, Roberta Dias Rocha, Ana Raquel Coelho |
author_role |
author |
author2 |
Campos, Roberta Dias Rocha, Ana Raquel Coelho |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Deus, Elisa Priori de Campos, Roberta Dias Rocha, Ana Raquel Coelho |
dc.subject.por.fl_str_mv |
COVID-19 Consumer Vulnerability Elderly Consumer Consumption and Culture COVID-19 Vulnerabilidad del consumidor Consumidor anciano Consumo y cultura COVID-19 Vulnerabilidade do Consumidor Consumidor Idoso Consumo e Cultura |
topic |
COVID-19 Consumer Vulnerability Elderly Consumer Consumption and Culture COVID-19 Vulnerabilidad del consumidor Consumidor anciano Consumo y cultura COVID-19 Vulnerabilidade do Consumidor Consumidor Idoso Consumo e Cultura |
description |
Consumer vulnerability is a condition that imbalances the consumer-market relationship, causing consumers to lose control of that relationship. The COVID-19 pandemic is an external event that has contributed to this imbalance. This article explains how consumers experience the vulnerability perceived during the pandemic and the role of consumption in dealing with the effects of such vulnerability. We study retired affluent consumers with health and cultural capital to carry out their plans. Interpretative research was conducted through in-depth interviews with 31 Brazilian affluent older people, and other sources were collected, such as memes, journalistic articles, and advertisements. We found that the external event made elderly vulnerable consumers only because of their age. These consumers did not perceive themselves as vulnerable before the pandemic. Also, consumption was revealed as part of the strategy to deal with the consequences of vulnerability, and the market response helped this population resume their feeling of invulnerability. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-06-27 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.fgv.br/cadernosebape/article/view/85844 10.1590/1679-395120210049 |
url |
https://periodicos.fgv.br/cadernosebape/article/view/85844 |
identifier_str_mv |
10.1590/1679-395120210049 |
dc.language.iso.fl_str_mv |
por eng |
language |
por eng |
dc.relation.none.fl_str_mv |
https://periodicos.fgv.br/cadernosebape/article/view/85844/80941 https://periodicos.fgv.br/cadernosebape/article/view/85844/80942 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas |
publisher.none.fl_str_mv |
Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas |
dc.source.none.fl_str_mv |
Cadernos EBAPE.BR; Vol. 20 No. 3 (2022) - Uncertain consumption practices in an uncertain future; 352-368 Cadernos EBAPE.BR; Vol. 20 Núm. 3 (2022) - Prácticas de consumo inciertas en un futuro incierto; 352-368 Cadernos EBAPE.BR; v. 20 n. 3 (2022) - Práticas de consumo incertas em um futuro incerto; 352-368 1679-3951 reponame:Cadernos EBAPE.BR instname:Fundação Getulio Vargas (FGV) instacron:FGV |
instname_str |
Fundação Getulio Vargas (FGV) |
instacron_str |
FGV |
institution |
FGV |
reponame_str |
Cadernos EBAPE.BR |
collection |
Cadernos EBAPE.BR |
repository.name.fl_str_mv |
Cadernos EBAPE.BR - Fundação Getulio Vargas (FGV) |
repository.mail.fl_str_mv |
cadernosebape@fgv.br||cadernosebape@fgv.br |
_version_ |
1798943213879296000 |