Abstract
According to a 2012 US Census Bureau report, in 2010 there were some 56.7 million members of the non-institutionalized US population that had a disability; this represented slightly more than 18 % of the population. The report further stated that people with disabilities in the United States accounted for more than $200 billion in discretionary spending and also spurred technological innovation and entrepreneurship (US Census Bureau). Moreover, in 2008, the federal government spent an estimated $357 billion on programs for working-age people with disabilities; this was about 12 % of total federal expenditures for the year (Brault 2012). However, a cursory examination of current advertising in the US would never lead to the conclusion that about one-in-five persons suffers from a disability, or that this group is a target for goods and services. Not surprisingly, there has not been much academic discourse on the image of disability in advertising.
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© 2016 Academy of Marketing Science
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Bailey, A.A., Tiamiyu, M. (2016). Use of Consumers with Disabilities in Advertising: A Proposal for Research. In: Obal, M., Krey, N., Bushardt, C. (eds) Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11815-4_231
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DOI: https://doi.org/10.1007/978-3-319-11815-4_231
Publisher Name: Springer, Cham
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