RACE IN CONSUMER RESEARCH: PAST, PRESENT, AND FUTURE

Sonya Grier (), David Crockett (), Guillaume Johnson (), Kevin Thomas () and Tonya Williams Bradford
Additional contact information
Sonya Grier: AU - American University Washington D.C.
David Crockett: UIC - University of Illinois [Chicago] - University of Illinois System
Guillaume Johnson: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Kevin 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

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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.

Keywords: Race; Racism; Racial Dynamics; Global Markets; Resistance: Advocacy (search for similar items in EconPapers)
Date: 2023
New Economics Papers: this item is included in nep-ger and nep-pke
Note: View the original document on HAL open archive server: https://hal.science/hal-04200003v1
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Published in Journal of Consumer Research, inPress, ⟨10.1093/jcr/ucad050⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04200003

DOI: 10.1093/jcr/ucad050

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