A Review of Ethnicity in Consumer Research: Embodying the Subject

We review a cross section of the published studies on ethnicity and race in the consumer behavior literature and suggest that a more embodied perspective of this topic would be constructive for future research. Specifically, the further the divergence of a racial or ethnic group from white language usage and appearnsce, the greater the likelihood of experiencing discrimination in the marketplace. We present some possible social science explanations for this phenomenon.


Elizabeth Hirschman and Stevie Watson (2011) ,"A Review of Ethnicity in Consumer Research: Embodying the Subject", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 91-100.


Elizabeth Hirschman, Rutgers University, USA
Stevie Watson, Rutgers University, USA


E - European Advances in Consumer Research Volume 9 | 2011

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