Review of Marketing Research pushes the boundaries of marketing - broadening the marketing concept to make the world a better place.

This special issue provides a roadmap for future research on different aspects of consumer vulnerabilities, which include not only the scarcity of financial and materialistic resources, but also scarcity mindsets, a lack of mental resources and self-knowledge, and the non-fulfilment of motivational needs. New insights, approaches and directions are set out for research on consumer vulnerabilities. The Review of Marketing Research continues its mission of systematically analyzing and presenting accumulated knowledge in the field of marketing as well as influencing future research by identifying areas that merit the attention of researchers.

Naresh K. Malhotra was selected as a Marketing Legend in 2010, and his refereed journal articles were published in nine volumes by Sage with tributes by other leading scholars in the field. He is listed in Marquis Who’s Who in America and in Who’s Who in the World. In 2017, he received the Albert Nelson Marquis Lifetime Achievement Award from Marquis Who’s Who. In 2020, Dr Malhotra was listed in the published list of the World’s Top 2% Most-cited Researchers across all disciplines (22 major fields and 176 subfields), according to research conducted by the Meta-Research Innovation Center at Stanford University. He is also listed in Research.com 2024 Ranking of Best Scientists in Business and Management, as well as Best Scholars. He has several top (number one) research rankings that have been published in the literature.

Angela Y. Lee is the Mechthild Esser Nemmers Professor of Marketing at The Kellogg School of Management at Northwestern University, Illinois, USA