How do consumers navigate marketplace discrimination and liberate themselves?

We explore the lived experiences of discriminated consumers to understand how they liberate themselves from offline marketplace discrimination. Consumers use technology to prepare for battle offline and to seek temporary and at times, permanent online refuge. Our work demonstrates, however, that digital spaces also reflect the power and hierarchy structures of society. Consequently, there are limits on how technology consumption may liberate consumers from marketplace discrimination.

Article

Narratives of technology consumption in the face of marketplace discrimination

Journal

Marketing Letters 

Co-authors

Akon E. Ekpo, Geraldine Rosa Henderson, Joseph Cherian