Think technology eliminates marketplace discrimination?

Consumers can use technology to build the customer experiences they desire and at times avoid the unpleasantries they dislike. However, technology does not permit one to wholly escape marketplace discrimination. Embedded within larger cultural and economic systems operating, digital spaces also mimic consumption practices that reflect power, resistance, and hierarchy structures of society. This puts limits on the extent to which technology consumption can facilitate liberation. We explore how consumers use technology to prepare for battle offline, to temporarily seek refuge online, and to withdraw permanently online.

Article

Narratives of technology consumption in the face of marketplace discrimination

Journal

Marketing Letters

CO-AUTHORS

Akon E. Ekpo, Geraldine Rosa Henderson, Joseph Cherian