Rejected, Shackled and Alone: the Experience of Restricted Consumer Choice Among Minority Entrepreneur Consumers

This paper focus on the experience of restricted consumer choice among minority entrepreneur customers seeking to consume financing for their businesses. We conducted ZMET interviews based on a semi-structured depth interview protocol with 39 entrepreneur consumers. To gain a deeper insight into the outcomes of restricted consumer choice and to highlight the systemic and intrapersonal barriers in the marketpalce, we juxtapose the narratives of minority and non-minority respondents. This analysis reveals the plight and pilgrimage of minority entrepreneur consumers, identifies the outcomes of the experience of restricted consumer choice, and suggests transformative consumer interventions to rectify structural inequities.

Citation:

Sterling Bone, Glenn Christensen, and Jerome Williams (2011) ,"Rejected, Shackled and Alone: the Experience of Restricted Consumer Choice Among Minority Entrepreneur Consumers", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 206-212.