The significance and meaning of racial identity in consumer research: A review and call for research

Abstract

This article uses the Multidimensional Model of Racial Identity (MMRI) as a framework to broaden the current understanding of racial identity, structure our review of consumer psychological research on racial identity, and identify future research opportunities, thereby answering calls for efforts to foreground the perspectives of Black consumers and present frameworks that advance understanding of Black consumers. Building on the conceptualization of racial identity involving both the significance and meaning that individuals attribute to their membership within the Black racial group, we note that prior consumer psychological research has focused on the former while ignoring the latter. We identify opportunities to leverage aspects of the MMRI in future research on marketplace discrimination, marketplace stigma, and support for minority‐owned businesses. We also highlight opportunities to better understand the impact of the meaning of racial identity.

Consumer-Driven Climate Mitigation: Exploring Barriers and Solutions in Studying Higher Mitigation Potential Behaviors

“…However, in their role as evaluators of manuscripts, conference submissions, and grant proposals, motivated researchers may help strengthen the belief that studying higher-potential behaviors might be more likely to be rewarded in the future. This effort would also be in line with recent calls from leading marketing scholars in consumer research who encourage authors to study more substantively relevant phenomena (Haenlein et al, 2022;Kohli & Haenlein, 2021;Lynch et al, 2023;MacInnis et al, 2019;Schreier et al, 2021;van Heerde et al, 2021;Wooten et al, 2024). Studying how consumer behaviors can help mitigate climate change seems to be a well-suited candidate to achieve the aim of increasing consumer research relevance, as climate change is a top-of-mind issue for many stakeholders.…”