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From overt to covert: Exploring discrimination against homosexual consumers in retail stores

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  • Rosenbaum, Mark S.
  • Ramirez, Germán Contreras
  • Kim, Kathy (Kawon)

Abstract

This research examines discrimination against homosexual consumers in several stores located in a Colombian shopping mall. Further, this research assesses retail conditions in Colombia, which is dealing with conflicts arising from issues related to its legalization of same-sex marriage. In the past, homosexual consumers experienced overt discrimination from retail employees typically in the form of finger pointing, negative stares, laughing, and refusal of service. This research reveals that overt discrimination against homosexual consumers seems to have abated across several indices, primarily in terms of waiting time for assistance from employees. The data reveal that gay male and lesbian couples remain susceptible to covert discrimination by retail employees, compared with their heterosexual counterparts, typically in the form of negative glances, refusal of service, and laughter. This research reveals that homosexual consumers may not realize the full value potential of marketplace exchanges, despite the waning of overt discriminatory practices by retail employees.

Suggested Citation

  • Rosenbaum, Mark S. & Ramirez, Germán Contreras & Kim, Kathy (Kawon), 2021. "From overt to covert: Exploring discrimination against homosexual consumers in retail stores," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    • Handle: RePEc:eee:joreco:v:59:y:2021:i:c:s0969698920314338
    DOI: 10.1016/j.jretconser.2020.102426
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    References listed on IDEAS

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    1. Rosenbaum, Mark S. & Russell, Eric M. & Russell-Bennett, Rebekah, 2017. "“I’ll wait for him†: Understanding when female shoppers prefer working with gay male sales associates," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 172-179.
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    Cited by:

    1. Khare, Apoorv & Jain, Rajesh, 2022. "Mapping the conceptual and intellectual structure of the consumer vulnerability field: A bibliometric analysis," Journal of Business Research, Elsevier, vol. 150(C), pages 567-584.

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