A multi-contextual lens on racism and discrimination in the multicultural marketplace

Galalae, C, Kipnis, E., Cui, C., Johnson, E., Licsandru, T., Vorster, L., Demangeot, C., Kearney, S., Mari, C., Ruiz, V.M., Pullig, C. and Lindsey-Warren, T.M. 2023. A multi-contextual lens on racism and discrimination in the multicultural marketplace. Journal of the Association for Consumer Research. 8 (1). https://doi.org/10.1086/722704

TitleA multi-contextual lens on racism and discrimination in the multicultural marketplace
TypeJournal article
AuthorsGalalae, C, Kipnis, E., Cui, C., Johnson, E., Licsandru, T., Vorster, L., Demangeot, C., Kearney, S., Mari, C., Ruiz, V.M., Pullig, C. and Lindsey-Warren, T.M.
Abstract

This article highlights the generative properties of context for consumer experiences of racism and discrimination. Drawing from conceptualizations of context in social anthropology and human geography, it develops a framework to systematically catalogue intersections of various micro- and macro-social contexts that configure within and across marketplace geographies and inform racism and discrimination. The framework is applied to an integrative review of studies on marketplace racism and discrimination. The review illuminates that: 1) application of intersectional perspectives varies significantly across cultural difference dimensions; 2) knowledge is clustered within specific micro-social context expressions of cultural difference dimensions; 3) studies intersecting micro- and macro-social expressions commonly reveal underexplored discrimination instances; and 4) knowledge on macro-social contextual forces significantly lacks non-western perspectives. Drawing on the review findings, a list of areas of advancement for future scholarship is presented, along with recommendations for marketing practitioners acting towards identifying, understanding, and counteracting racism and discrimination.

Keywordsracism
discrimination
multi-contextual lens
multicultural marketplace
cultural diversity
JournalJournal of the Association for Consumer Research
Journal citation8 (1)
ISSN2378-1815
2378-1823
Year2023
PublisherThe University of Chicago Press
Accepted author manuscript
File Access Level
Open (open metadata and files)
Digital Object Identifier (DOI)https://doi.org/10.1086/722704
Web address (URL)https://www.journals.uchicago.edu/doi/10.1086/722704
Publication dates
Published26 Jan 2023

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