Advertising to the spectrum: Exploring ethical implications in neurodivergent consumer markets

This study compares the effects of high-pressure sales messages on Autistic and non-autistic consumers, guided by Critical Disability Theory (CDT) and a social model of disability. It argues that society has an ethical obligation to consider the potential disparate impact of advertising practices on neurodivergent consumers. An online survey of 162 participants found that Autistic individuals (n = 83) reported higher levels of anxiety and stress than non-autistic participants (n = 79) when exposed to high-pressure sales messages (defined here by overstated claims, urgency, scarcity, fear, and an emphasis on uncommon results) despite showing similar ad-clicking behavior. Autistic participants were also less likely to recognize the sales content as advertising. Although exploratory in nature, this study suggests a need for further research into the unintended consequences of high-pressure advertising on vulnerable populations. It contributes to the understanding of ethical advertising by highlighting consumer vulnerabilities within current societal structures and potential gaps in advertising ethics, advancing discussions on marketplace equity and communication. Plain Language Abstract This study compares the effects of high-pressure sales messages on Autistic and non-autistic consumers. High pressure sales messages are those that make overstated claims; create a false sense of urgency, scarcity, or fear; or emphasize uncommon results. When the reactions of 83 Autistic individuals were compared with 79 non-autistic individuals, the Autistic individuals were less likely to recognize the sales messages as advertising, and they were more likely to feel anxious and stressed. However, there was no significant difference between the groups in their willingness to click on the ads. This article suggests current advertising practices have the potential to impact Autistic consumers differently, and ethical advertisers ought to think about the effects their messages have on different types of brains. Further research is necessary to confirm these findings.