We Need to Go Beyond Demographics: Queering Misguided Consumer Segmentation & [Intersectional] Identity Practices

In this session we explore race/ethnicity, gender/sex, sexualities, and dis/abilities as “demographic” constructs, recognizing how these identifications matter, how they are socially constructed, and how consumer research can reimagine their deployment so that research more closely aligns with, and can help improve, consumer experiences.


Laurel Steinfeld, Kevin Thomas, Jack Coffin, and Carol Kaufman-Scarborough (2021) ,"We Need to Go Beyond Demographics: Queering Misguided Consumer Segmentation & [Intersectional] Identity Practices", 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: 814-814.


Laurel Steinfeld, Bentley University
Kevin Thomas, Marquette University
Jack Coffin, University of Manchester
Carol Kaufman-Scarborough, Rutgers University–Camden


NA - Advances in Consumer Research Volume 49 | 2021

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