Journal of Marketing Management· 2026Q1
Five stages of trust building: the importance of humour and games in building relationships with vulnerable consumers
- 0citations
- Q1SCImago
- 2026year
Short summary
A new five-stage framework shows humour and games build trust with vulnerable consumers, enabling deeper engagement in research.
AI-generated from the title and abstract; the full text is not read.
Key points
- Humour and game-based learning create safe spaces that encourage participation and build trust with vulnerable consumers.
- A five-stage framework is proposed: objectives, interpersonal/institutional trust, time/flexibility, humour/games, and reflexivity.
- Gatekeeping organizations are vital for ethical access to vulnerable groups.
- The approach aims to empower participants and enhance community impact in consumer research.
AI-generated from the title and abstract; the full text is not read.
Abstract
This article conceptualises the use of humour and game-based learning as a vehicle for building trust with vulnerable consumers in impactful consumer research. Drawing on a relational engagement approach, it reflects on a co-creation project involving a Scottish Community Interest Company (CIC) and teenage girls aged 13–17. The paper proposes a five-stage trust-building framework comprising objectives, building interpersonal and institutional trust, time and flexibility, humour and game-based learning, and reflexivity. Our framework highlights how playful and humorous activities provide a safe space, encourage participation, and foster trust, enabling more meaningful engagement with vulnerable participants. The study also emphasises the role of gatekeeping organisations in facilitating access to vulnerable groups and offers guidance for researchers seeking to develop ethical partnerships that empower participants and enhance community impact.
The authors' abstract, as published at the source. Journal of Marketing Management, 2026 · DOI ↗
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Field: Social Psychology
Social PsychologyPsychology