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Shopping While Nonwhite: Racial Discrimination among Minority Consumers

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  • ARONTÉ MARIE BENNETT
  • RONALD PAUL HILL
  • KARA DADDARIO

Abstract

type="main" xml:id="joca12060-abs-0001"> “Shopping While Black” refers to negative experiences that African American consumers endure in the marketplace. The term was coined before the turn of the century and the tabulation of the 2000 census. However, this term may be antiquated—not because African Americans no longer have disparate consumer experiences, but because these experiences impact all American minorities. This study examines the prevalence of racially motivated discriminatory experiences across consumer contexts. Specifically, it offers an empirical look at ways that racial minorities believe they are treated in a variety of consumption environments. Results show that minority groups experience similar levels of perceived discrimination: Asian Americans and Hispanic Americans are as frequently victims of marketplace discrimination as are African Americans. Interestingly, these shared experiences do not necessarily translate into similar beliefs in the continued existence of discrimination as a derogatory force for American minority consumers.

Suggested Citation

  • Aronté Marie Bennett & Ronald Paul Hill & Kara Daddario, 2015. "Shopping While Nonwhite: Racial Discrimination among Minority Consumers," Journal of Consumer Affairs, Wiley Blackwell, vol. 49(2), pages 328-355, July.
    • Handle: RePEc:bla:jconsa:v:49:y:2015:i:2:p:328-355
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    File URL: http://hdl.handle.net/10.1111/joca.12060
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    References listed on IDEAS

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    1. Krieger, Nancy & Smith, Kevin & Naishadham, Deepa & Hartman, Cathy & Barbeau, Elizabeth M., 2005. "Experiences of discrimination: Validity and reliability of a self-report measure for population health research on racism and health," Social Science & Medicine, Elsevier, vol. 61(7), pages 1576-1596, October.
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    Cited by:

    1. Lim, Heejin An & Im, Hyunjoo, 2023. "It's the little “stings†: Racial microaggressions against Asian American customers in retail and their effects," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    2. Licsandru, Tana Cristina & Cui, Charles Chi, 2018. "Subjective social inclusion: A conceptual critique for socially inclusive marketing," Journal of Business Research, Elsevier, vol. 82(C), pages 330-339.
    3. David Gligor & Christopher Newman & Saim Kashmiri, 2021. "Does your skin color matter in buyer–seller negotiations? The implications of being a Black salesperson," Journal of the Academy of Marketing Science, Springer, vol. 49(5), pages 969-993, September.
    4. Nora Moran, 2020. "Illusion of safety: How consumers underestimate manipulation and deception in online (vs. offline) shopping contexts," Journal of Consumer Affairs, Wiley Blackwell, vol. 54(3), pages 890-911, September.
    5. Cassi Pittman Claytor, 2021. "Dreaming in Black: Middle‐class Blacks' aspirational consumption," Journal of Consumer Affairs, Wiley Blackwell, vol. 55(2), pages 483-503, June.
    6. Steven Shepherd & Ted Matherly, 2021. "Racialization of peer‐to‐peer transactions: Inequality and barriers to legitimacy," Journal of Consumer Affairs, Wiley Blackwell, vol. 55(2), pages 417-444, June.

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