Problem
Marketing, at its core, seeks to match consumers with their preferences. But what happens when these preferences are questionable (e.g., opioids, cigarettes, vape pens, marijuana, alcohol, guns, etc.)? Should marketers still cater to them? Even though these consumers really want the products, is marketing to this vulnerable population appropriate? In addition, consumers often have specific preferences that marketers may feel obligated to cater to-it will help sell products. Is there something wrong with simply facilitating these preferences and, in turn, giving these consumers exactly what they want?