Race in Consumer Research: Past, Present, and Future
Sonya A Grier,
David Crockett,
Guillaume D Johnson
et al.
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 themat… Show more
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