Consumer Racism and Its Effects on Attitudes

Jean-Francois Ouellet, HEC Montreal
ABSTRACT - Marketing literature has so far largely occulted the impact of racism on consumer behaviour. This article first reviews the concept of racism and contrasts it with ethnocentrism and animosity. The postulated influence of racism on consumers’ attitudes towards 4 product categories of varied ethnic origin is then verified through an experimentation involving a sample of French and English Canadian consumers. Findings suggest that consumers’ evaluations of domestic products of varied ethnic origins are significantly correlated with declared levels of racism towards said ethnic groups.
[ to cite ]:
Jean-Francois Ouellet (2005) ,"Consumer Racism and Its Effects on Attitudes", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 422-428.