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Street harassment is marketplace discrimination: The impact of street harassment on young female consumers’ marketplace experiences

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  • Rosenbaum, Mark S.
  • Edwards, Karen L.
  • Malla, Binayak
  • Adhikary, Jyoti Regmi
  • Ramírez, Germán Contreras

Abstract

This study brings street harassment to the retailing and consumer services literature streams. Street harassment describes unwanted interactions in public spaces between strangers or customers and is often motivated by a person’s gender, sexual orientation, or gender expression. To date, marketers have overlooked the occurrence of street harassment in retail establishments and consumer service domains, such as in theaters, public markets, recreational areas, and shopping malls. This work empirically demonstrates the extent to which young women in Nepal experience harassment from men in the marketplace and the various tactics they employ to lessen it. Furthermore, this research exposes the extent to which Nepali men admit to participating in verbal, physical, or visual harassment of women in various retailing and service settings. The article concludes with a discussion of theoretical, managerial, and societal implications and encourages public policy officials to treat street harassment as a criminal offense.

Suggested Citation

  • Rosenbaum, Mark S. & Edwards, Karen L. & Malla, Binayak & Adhikary, Jyoti Regmi & Ramírez, Germán Contreras, 2020. "Street harassment is marketplace discrimination: The impact of street harassment on young female consumers’ marketplace experiences," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    • Handle: RePEc:eee:joreco:v:57:y:2020:i:c:s0969698920310997
    DOI: 10.1016/j.jretconser.2020.102220
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    Cited by:

    1. Sophie Duncan‐Shepherd & Kathy Hamilton, 2022. "“Generally, I live a lie”: Transgender consumer experiences and responses to symbolic violence," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(4), pages 1597-1616, December.
    2. Sophie Hindes & Bianca Fileborn, 2023. "‘Why did he do it? Because he’s a Fucking Bloke’: Victim Insights into the Perpetration of Street Harassment," The British Journal of Criminology, Centre for Crime and Justice Studies, vol. 63(3), pages 668-686.
    3. Moliner-Tena, Miguel A. & Monferrer-Tirado, Diego & Estrada-Guillen, Marta & Vidal-Meliá, Lidia, 2023. "Memorable customer experiences and autobiographical memories: From service experience to word of mouth," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    4. 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).

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