Exploitation in the marketplace: A consumer behavior perspective

This paper examines exploitation in the marketplace from a consumer behavior perspective. We define marketplace exploitation as occurring when one party leverages structural and/or situational resource asymmetries to extract disproportionate value in ways that undermine fairness or autonomy, even when exchanges appear voluntary and mutually beneficial. We distinguish marketplace exploitation from related concepts including fairness, deception, and discrimination, arguing that it centers on the morally problematic use of contextual advantage. Adopting a dual lens, we develop conceptual frameworks for both firm‐to‐consumer exploitation (e.g., price gouging, dark patterns) and consumer‐to‐firm exploitation (e.g., free trial abuse, exploiting firm mistakes). These frameworks delineate how structural and situational asymmetries give rise to objective exploitative acts, when such acts are perceived as exploitative, and how they shape emotional, cognitive, and behavioral responses. We synthesize a research agenda and outline methodological approaches for studying the antecedents, perceptions, and consequences of exploitation. This work contributes to consumer psychology by conceptualizing marketplace exploitation as both a subjective psychological experience and a strategic marketplace behavior, with implications for theory, policy, and ethical firm practices.