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DTSTAMP:20250505T180831Z
DESCRIPTION:Dr. Johannes Boegershausen\n\nAssistant Professor of Marketing\
 , Rotterdam School of Management\, Erasmus University\n\nLimiting Accessib
 ility: How Targeting Consumers with Disabilities Constrains Acceptable Pri
 ces for Innovations \n\nDate: Friday\, May 8\, 2025\n	Time: 10:30 am-12:00 
 pm EST\n	Location: Bronfman building\, room 045\n\nAll are cordially invite
 d to attend.\n\n\nAbstract:\n\nPeople with disabilities constitute 15% of 
 the world population and hold a buying power of $1.9 trillion. However\, f
 ew companies offer products tailored to the needs of this segment\, making
  it important to understand how mass-market consumers react to innovations
  that target people with disabilities. Across nine studies and four supple
 mentary studies (N = 10\,736)\, we show that innovations that target consu
 mers with disabilities are subjected to comparatively stronger moral scrut
 iny by mass-market consumers. Specifically\, consumers find charging price
  premiums for innovative products less acceptable when they are targeted a
 t people with disabilities. The aversion to targeting this segment only oc
 curs in the presence of a price premium and persists even when firms provi
 de cost justifications for the relatively higher prices. Drawing on resear
 ch on disability stereotypes\, we isolate pity for people with disabilitie
 s as a critical driver of these reactions. Variations in pity across disab
 ilities are related to the acceptability of a price premium for adaptive i
 nnovations. These findings are suggestive of a novel form of paternalism a
 gainst consumers with disabilities. Paradoxically\, this view may render t
 he marketplace less inclusive for consumers with disabilities\, as it coul
 d penalize companies that provide more options for this underserved segmen
 t.\n
DTSTART:20250508T143000Z
DTEND:20250508T160000Z
LOCATION:Room 045\, Bronfman Building\, CA\, QC\, Montreal\, H3A 1G5\, 1001
  rue Sherbrooke Ouest
SUMMARY:ɬÀï·¬ Institute of Marketing (MIM) Seminar: Johannes Boegershausen
URL:/bensadoun-school/channels/event/mcgill-institute-
 marketing-mim-seminar-johannes-boegershausen-365195
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