The influence of oppression, power, and privilege in consumer psychology

Esther Uduehi, Arina Tveleneva and Mark R. Forehand

Chapter 15 in Handbook of Social Psychology and Consumer Behavior, 2026, pp 207-221 from Edward Elgar Publishing

Abstract: Oppression, privilege, and power occupy a cycle that informs marketing antecedents and outcomes. We need more academic explorations of these topics to construct accurate positions of consumer behavior and marketplace offerings. Although there are discussions about the role of these forces, more integration of these concepts, particularly oppression, is necessary to fully understand consumer psychology. In this chapter, we identify previous work in marketing that directly examines oppression across two areas: consumption/market engagement and media/advertising. We also offer ways to explore these concepts and areas for future research, including longitudinal effects of oppression, oppression scale development, and self-versus-other oppression perceptions. We hope these discussions create opportunities for researchers to investigate oppressive forces, given that many consumer groups remain largely understudied because of their relative invisibility in current scholarly work.

Keywords: Oppression; Power; Privilege; Identity (search for similar items in EconPapers)
Date: 2026
ISBN: 9781035327591
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