Philosophy 223Marketing and Vulnerability

Marketing and ManipulationOur analysis of advertising and

autonomy suggested that directing advertising at reflective established desires is ethically appropriate.

On the other hand, advertising aimed at desires not so established is ethically inappropriate.Such desires would seemingly include those

grounded in fears, anxieties, and whims.

Nature and Types of VulnerabilityVulnerability refers to a susceptibility to harm; more

specifically it refers to factors that individuals possess that makes them more susceptible than their fellows.

Individuals exhibit General Vulnerability when a physical or psychological feature they exhibit makes them susceptible to some harm. Examples: the elderly, addicts.

Individuals exhibit Consumer Vulnerability to the extent that their ability to participate in rational exchanges is impaired. Example: children.

Marketing to VulnerabilityMarketing techniques can target general

vulnerabilities or consumer vulnerabilities.Clearly techniques that target consumer

vulnerabilities are illegitimate, on the grounds of our analysis of autonomy.

Just as clearly, many general vulnerabilities make individuals vulnerable as consumers.Elderly, infirm are vulnerable to ads that play on

their anxieties. Low income people vulnerable to high priced consumer goods.

Brenkert, “Marketing and the Vulnerable”

This essay defends the view that some consumers lack “market competency” and that such vulnerable individuals should not be targeted by marketers in ways that take advantage of their vulnerability.

Market CompetencyThe knowledge that one should

shop around. Market competency includes:The ability to determine differences in

quality and the best price;Knowledge of legal rights;Knowledge of the products and their

characteristics;Possession of appropriate resources.

An Account of VulnerabilityVulnerable individuals operate with conditions

or incapacities that impede their ability as normal market participants.Physical vulnerabilitiesCognitive vulnerabilities

These vulnerabilities are magnified when we think about their implications.Less able to protect their interestsPossess these vulnerabilities due to factors beyond

their controlOften unaware of their vulnerabilitiesVulnerabilities render them susceptible to harm

Justified Market RelationsMorally justified market relations require that

all participants be capable of exhibiting market competency.

Individuals who are simply lazy should not count as vulnerable.

It is not morally acceptable to market goods to especially vulnerable people with the intention of taking advantage of their vulnerability.

Elliot, “The Drug Pushers”The context of Elliot’s article is the

potential conflict between the duties of doctors to their patients and the goals of pharmaceutical reps (to get doctors to prescribe their companies’ medications).

Though not necessarily conflicting, the different foci of these two parties can present significant moral concerns.

Gene CarbonaAs the anecdotes of Mr. Carbona,

supported by other participants in the industry and studies in the medical literature, demonstrate, the persuasive efforts of drug reps have a significant impact on drug sales.

In and of itself, this should pose few concerns. However, when the drugs in question are of little benefit, or even pose possible risks to patients, concerns are legitimate.

Should we be concerned?Consider the following, all gleaned

from Elliot’s article: In 1997, the average ROI on a dollar spent on drug

repping was $10.29 (twice that on print advertising to physicians and 7 times on print advertising to consumers).

The pharmaceutical industries lobbying organization is the largest in the country.

9 out of 10 medical students have been asked or required to attend a pharmaceutical industry sales event.

The pharmaceutical industry provides ~90% of the annual monies spent on continuing education for doctors.

Two General ConcernsFirst, referring back to our initial

considerations, we should probably wonder about the autonomy of doctors influenced by reps.Particularly in connection two the relationship

between first and second order desires.Secondly, there are a number of

vulnerabilities to be concerned about: patients, doctors and their staffs, and even, as Elliot suggests at the end of his article, the reps themselves.