IntroductionMarketing literature ce

Introduction
Marketing literature centered on the needs and experiences of people with disabilities
has grown rapidly in recent years (Grady and Ohlin, 2009; Ozturk et al., 2008). The size
of the disabled market, estimated at between 10 and 19 percent of the general
population, is suggested to be one main motive for such studies (Bull et al., 2003; Huh
and Singh, 2007; Kaufman-Scarborough, 1998). Also, efforts to better understand
people with disabilities may be based on recent legislative endeavors rooted in US law
and subsequently enacted in Europe and elsewhere. The American Disabilities Act
(Part III passed in 1990) and the Disability Discrimination Act (Part 3 passed in 1995)
symbolize a new stage with regard to the civil rights of people with disabilities. These
laws were further modified (for example, the ADA Amendments Act of 2008) and serve