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

TY - JOUR

T1 - A multi-contextual lens on racism and discrimination in the multicultural marketplace

AU - Galalae, Cristina

AU - Kipnis, Eva

AU - Cui, Charles

AU - Johnson, Emma

AU - Licsandru, Tana

AU - Vorster, Lizette

AU - Demangeot, Catherine

AU - Kearney, Shauna

AU - Mari, Carlo

AU - Martin Ruiz, Veronica

AU - Pullig, Chris

AU - Lindsey-Warren, Tyrha M

PY - 2023/1

Y1 - 2023/1

N2 - This article highlights the generative properties of context for consumer experiences of racism and dis-crimination. Drawing from conceptualizations of context in social anthropology and human geography, it develops a framework to systematically catalogue intersections of various micro-and macrosocial 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 microsocial context expressions of cultural difference dimensions, (3) studies intersecting micro-and macrosocial expressions commonly reveal underexplored discrimination instances, and (4) knowledge on macrosocial 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 toward identifying, understanding, and counteracting racism and discrimination.

AB - This article highlights the generative properties of context for consumer experiences of racism and dis-crimination. Drawing from conceptualizations of context in social anthropology and human geography, it develops a framework to systematically catalogue intersections of various micro-and macrosocial 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 microsocial context expressions of cultural difference dimensions, (3) studies intersecting micro-and macrosocial expressions commonly reveal underexplored discrimination instances, and (4) knowledge on macrosocial 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 toward identifying, understanding, and counteracting racism and discrimination.

UR - http://www.scopus.com/inward/record.url?scp=85148580311&partnerID=8YFLogxK

U2 - 10.1086/722704

DO - 10.1086/722704

M3 - Journal article

SN - 2378-1815

VL - 8

SP - 95

EP - 106

JO - Journal of the Association for Consumer Research

JF - Journal of the Association for Consumer Research

IS - 1

ER -