Philosophy 2074F/G Chapter Notes -Pharmaceutical Research And Manufacturers Of America, Acquiesce, Pharmaceutical Sales Representative

• School: Western University
• Department: Philosophy
• Course: Philosophy 2074F/G
• Professor: Michael Herbert

Document Summary

Much less frequently is attention given to the vulnerable customers whom marketers also and increasingly target. It explores the notion of vulnerability which a target audience might or might not have. I argue that we must distinguish those who are specially vulnerable from normal individuals as well as the disadvantaged. I contend that marketing to the specially vulnerable requires that marketing campaigns be designed to ensure that these individuals are not treated unfairly and this possibly harmed. I maintain that marketing programs which violate this preceding injunction are unethical or unscrupulous whether or not those targeted are harmed in some further manner. Just as we have a doctrine of product liability to which marketers are accountable we also need a corresponding doctrine of targeted consumer liability to which marketers should be held. Susceptibility merely implies that one is capable of being affected, especially easily by something or someone. The vulnerable are also distinct from the disadvantaged.