The theoretical and practical implications of consumer vulnerability in services is profound, as it reveals that service marketers play a key role in enhancing, or destroying, individual, communal, national, and even global well-being. Interestingly, although service marketers and practitioners readily accept the fact that consumers enter service contexts with different expectations, considerably less is known regarding the impact of consumers entering contexts with differing vulnerability conditions. Along these lines, one may even question whether the discipline's sacrosanct theories, frameworks, and axioms even generalize among vulnerable consumers.