The Effect of Implicit Bias on Marketing Practitioners' Decisions For Minority Consumers

The mismatch between the identity background of those that define products’ marketing strategies and those who purchase them may increase the likelihood of biased marketing strategies that target stigmatized consumers.



Citation:

Jorge Rodrigues Jacob, Martin Davidson, Valerie Purdie-Greenaway, and Tatianna Dugue (2020) ,"The Effect of Implicit Bias on Marketing Practitioners' Decisions For Minority Consumers", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1120-1120.

Authors

Jorge Rodrigues Jacob, Columbia University, USA
Martin Davidson, University of Virginia, USA
Valerie Purdie-Greenaway, Columbia University, USA
Tatianna Dugue, Columbia University, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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