Problem Or Opportunity: Marketplace Access and Legitimacy For the Multiracial Consumer

Robert Harrison , Western Michigan University, USA
Kevin Thomas, University of Texas at Austin, USA
Samantha Cross, Iowa State University, USA
While multiracial individuals have made significant strides in attaining regulative legitimacy, they continue to struggle to gain normative and cultural-cognitive legitimacy in the marketplace and society. This paper explores the experiences of multiracial consumers, examining how multiracial consumers learn and, by their very presence, define marketplace and societal expectations.
[ to cite ]:
Robert Harrison , Kevin Thomas, and Samantha Cross (2015) ,"Problem Or Opportunity: Marketplace Access and Legitimacy For the Multiracial Consumer", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 254-259.