Le cas sensible de l'ethnicité: l'exemple de l'étude de la diversité en marketing

Sondes Zouaghi ()
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Sondes Zouaghi: NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université

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Abstract: This article examines the notion of ethnicity and its use as a market segmentation variable. Ethnicity, as a sensitive and even polemical object of study, leads researchers to make theoretical and operational choices that are often based on colonial paradigms. This research therefore has an impact on the dissemination of certain ideologies at the expense of others. Isn't ethnicity an artifact that exists only because we have decided to study it? The notion of cultural identity, which can be generalized to all consumers, is an interesting conceptual alternative to that of ethnicity.

Date: 2016
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Published in Revue internationale de psychosociologie et de gestion des comportements organisationnels, 2016, XXII (54), pp.129-137. ⟨10.3917/rips1.054.0129⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03977310

DOI: 10.3917/rips1.054.0129

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