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Narratives of technology consumption in the face of marketplace discrimination

Author

Listed:
  • Akon E. Ekpo

    (Rutgers University)

  • Benét DeBerry-Spence

    (University of Illinois at Chicago)

  • Geraldine Rosa Henderson

    (Loyola University Chicago)

  • Joseph Cherian

    (University of Notre Dame)

Abstract

This study presents a phenomenological inquiry into the lived experiences of discriminated consumers to understand how they liberate themselves from offline marketplace discrimination. We explore the critical role that information technology plays to facilitate this process, revealing how discriminated consumers use technology to prepare for battle offline, temporarily seek refuge online, and withdraw permanently online. Our findings have implications to the technology consumption literature by highlighting how discriminated consumers may adopt technological consumption practices that allow them to successfully navigate the marketplace.

Suggested Citation

  • Akon E. Ekpo & Benét DeBerry-Spence & Geraldine Rosa Henderson & Joseph Cherian, 2018. "Narratives of technology consumption in the face of marketplace discrimination," Marketing Letters, Springer, vol. 29(4), pages 451-463, December.
    • Handle: RePEc:kap:mktlet:v:29:y:2018:i:4:d:10.1007_s11002-018-9475-4
    DOI: 10.1007/s11002-018-9475-4
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    References listed on IDEAS

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    Cited by:

    1. 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).
    2. Friedmann, Enav & Weiss-Sidi, Merav & Solodoha, Eliran, 2024. "Unveiling impact dynamics: Discriminatory brand advertisements, stress response, and the call for ethical marketing practices," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    3. Tonya Williams Bradford & Vanessa Gail Perry, 2021. "Marketing while Black: commentary on the Galak and Kahn 2019 Academic Marketing Climate Survey," Marketing Letters, Springer, vol. 32(3), pages 299-306, September.
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    5. 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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