Shopping While Nonwhite: Racial Discrimination in the Marketplace

“Shopping While Black” refers to negative experiences that African American consumers often endure in the marketplace. Yet this term is antiquated because these experiences are not limited to them. This research examines prevalence of discriminatory experiences across both minority groups and marketing contexts, revealing stark differences with majority consumers.


Aronte Bennett, Ron Hill, and Kara Daddario (2014) ,"Shopping While Nonwhite: Racial Discrimination in the Marketplace", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 410-410.


Aronte Bennett, Villanova University, USA
Ron Hill, Villanova University, USA
Kara Daddario, Campbell Soup Company, USA


NA - Advances in Consumer Research Volume 42 | 2014

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