Know-How Exchange : Student Questions

I am writing a dissertation at the moment and am struggling to find information on the factors that affect consumer vulnerability. I want to find out which factors make consumers feel vulnerable and whether this is created by marketing, or if marketers take advantage of these vulnerabilities. For example - the marketing of exensive sports gear to children. Parents from lower social classes still feel the pressure to buy these clothes for their children so that they 'fit in' to the world (that marketing has created). However they are vulnerable in that they cannot necessarily afford such items.