Five stages of trust building: the importance of humour and games in building relationships with vulnerable consumers

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 ↗