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Race In Consumer Research: Past, Present, And Future

Author

Listed:
  • Sonya A Grier

    (AU - American University Washington D.C.)

  • David Crockett

    (UIC - University of Illinois [Chicago] - University of Illinois System)

  • Guillaume D Johnson

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

  • Kevin D Thomas

    (UC Santa Cruz - University of California [Santa Cruz] - UC - University of California)

  • Tonya Williams Bradford

    (UC Irvine - University of California [Irvine] - UC - University of California)

Abstract

Race has been a market force in society for centuries. Still, the question of what constitutes focused and sustainable consumer research engagement with race remains opaque. We propose a guide for scholars and scholarship that extends the current canon of race in consumer research toward understanding race, racism, and related racial dynamics as foundational to global markets and central to consumer research efforts. We discuss the nature, relevance, and meaning of race for consumer research and offer a thematic framework that critically categorizes and synthesizes extant consumer research on race along the following dimensions: (1) racial structuring of consumption and consumer markets, (2) consumer navigation of racialized markets; and (3) consumer resistance and advocacy movements. We build on our discussion to guide future research that foregrounds racial dynamics in consumer research and offers impactful theoretical and practical contributions.

Suggested Citation

  • Sonya A Grier & David Crockett & Guillaume D Johnson & Kevin D Thomas & Tonya Williams Bradford, 2023. "Race In Consumer Research: Past, Present, And Future," Post-Print hal-04200003, HAL.
    • Handle: RePEc:hal:journl:hal-04200003
    DOI: 10.1093/jcr/ucad050
    Note: View the original document on HAL open archive server: https://hal.science/hal-04200003
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    References listed on IDEAS

    as
    1. Guillaume D. Johnson & Kevin D. Thomas & Sonya A. Grier, 2017. "When the burger becomes halal: a critical discourse analysis of privilege and marketplace inclusion," Post-Print hal-02173084, HAL.
    2. Lisa Peñaloza & Michelle Barnhart, 2011. "Living U.S. Capitalism: The Normalization of Credit/Debt," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(4), pages 743-762.
    3. Terri Friedline & Zibei Chen, 2021. "Digital redlining and the fintech marketplace: Evidence from US zip codes," Journal of Consumer Affairs, Wiley Blackwell, vol. 55(2), pages 366-388, June.
    4. David Crockett, 2017. "Paths to Respectability: Consumption and Stigma Management in the Contemporary Black Middle Class," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(3), pages 554-581.
    5. Lez Trujillo-Torres & Benét DeBerry-Spence, 2023. "In the Back of the Bus: Racialized High-Risk Consumption and Sickle Cell Disease," Journal of the Association for Consumer Research, University of Chicago Press, vol. 8(1), pages 8-20.
    6. Marius K. Luedicke, 2015. "Indigenes’ Responses to Immigrants’ Consumer Acculturation: A Relational Configuration Analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 42(1), pages 109-129.
    7. Zeynep Arsel & David Crockett & Maura L Scott, 2022. "Diversity, Equity, and Inclusion (DEI) in the Journal of Consumer Research: A Curation and Research Agenda [When Feeling Younger Depends on Others: The Effects of Social Cues on Older Consumers]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 48(5), pages 920-933.
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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Race; Racism; Racial Dynamics; Global Markets; Resistance: Advocacy;
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