Narratives of technology consumption in the face of marketplace discrimination

Akon E. Ekpo (), Benét DeBerry-Spence, Geraldine Rosa Henderson and Joseph Cherian
Additional contact information
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

Marketing Letters, 2018, vol. 29, issue 4, No 4, 463 pages

Abstract: 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.

Keywords: Technology consumption; Marketplace discrimination; Liberating acts; Discriminated consumers; Marketplace navigation (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (5)

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DOI: 10.1007/s11002-018-9475-4

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