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Cognitive Diversity in Marketing Research: Toward Epistemic Justice

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  • Tony-Shina Desrosiers

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

Abstract

Cognitive diversity affects approximately 15 to 20% of the global population (Doyle, 2020; Armstrong, 2011), yet remains largely invisible in marketing research. Standard methods, built around implicit neurotypical norms, systematically exclude cognitively atypical profiles — producing what Fricker (2007) identifies as two forms of epistemic injustice: testimonial injustice, where neurodivergent voices are dismissed, and hermeneutical injustice, where their experiences cannot be expressed through standard research tools. Drawing on cripistemology (Johnson & McRuer, 2014; Higgins & O'Leary, 2025) and Non-Representational Theory (Hill, Canniford & Mol, 2014; Coffin & Hill, 2022), this paper proposes an integrated theoretical framework to address both forms of injustice.

Suggested Citation

  • Tony-Shina Desrosiers, 2026. "Cognitive Diversity in Marketing Research: Toward Epistemic Justice," Post-Print hal-05600105, HAL.
    • Handle: RePEc:hal:journl:hal-05600105
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