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A multi-contextual lens on racism and discrimination in the multicultural marketplace

Galalae, C.
; ; 
Cui, C.C.
; 
Johnson, E.
; 
Licsandru, T.
; 
Vorster, L.
; 
Demangeot, C.
; 
Kearney, S.
; 
Mari, C.
; 
Ruiz, V.M.
... show 2 more
Publication Date
2023-01
End of Embargo
Supervisor
Keywords
Consumer experience, Racism, Discrimination, Multicultural marketplace
Rights
© 2023 Association for Consumer Research. All rights reserved. Reproduced in accordance with the publisher's self-archiving policy. This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. http://creativecommons.org/licenses/by-nc/4.0/
cb
Peer-Reviewed
Yes
Open Access status
openAccess
Accepted for publication
23/09/2022
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Department
Awarded
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Management and Law Publications
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Abstract
This article highlights the generative properties of context for consumer experiences of racism and discrimination. Drawing from conceptualizations of context in social anthropology and human geography, it develops a framework to systematically catalogue intersections of various micro- and macro-social contexts that configure within and across marketplace geographies and inform racism and discrimination. The framework is applied to an integrative review of studies on marketplace racism and discrimination. The review illuminates that: 1) application of intersectional perspectives varies significantly across cultural difference dimensions; 2) knowledge is clustered within specific micro-social context expressions of cultural difference dimensions; 3) studies intersecting micro- and macro-social expressions commonly reveal underexplored discrimination instances; and 4) knowledge on macro-social contextual forces significantly lacks non-western perspectives. Drawing on the review findings, a list of areas of advancement for future scholarship is presented, along with recommendations for marketing practitioners acting towards identifying, understanding, and counteracting racism and discrimination.
URI
http://hdl.handle.net/10454/19404
Version
Published version
Citation
Galalae C, Kipnis E, Cui CC et al (2022) A multi-contextual lens on racism and discrimination in the multicultural marketplace. Journal of the Association for Consumer Research. 8(1): 95-106.
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Link to Version of Record
https://doi.org/10.1086/722704
Type
Article
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