Black Consumers: Understanding Experiences of Race in the Marketplace

In line with the conference theme, this session presents three papers that consider the Black experience in the American marketplace. Across studies of market messages and offerings, these studies present explanations of how Black consumers experience the marketplace and provide some insights into how those experiences may be improved.


Jazmin Henry, Tonya Bradford, Takisha Toler, Nakeisha Lewis, Eric Rhiney, Natalie Mitchell, Kevin Thomas, Toni Eagar, and Yingnan Shi (2021) ,"Black Consumers: Understanding Experiences of Race in the Marketplace", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 731-735.


Jazmin Henry, University of California, Irvine
Tonya Bradford, University of California, Irvine
Takisha Toler, Stevenson University
Nakeisha Lewis, University of St. Thomas
Eric Rhiney, Webster University
Natalie Mitchell, University of North Florida
Kevin Thomas, Marquette University
Toni Eagar, Australian National University
Yingnan Shi, Australian National University


NA - Advances in Consumer Research Volume 49 | 2021

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