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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.
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    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.
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    Full references (including those not matched with items on IDEAS)

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