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08-12-2018 | Issue 4/2018

Marketing Letters 4/2018

Narratives of technology consumption in the face of marketplace discrimination

Journal:
Marketing Letters > Issue 4/2018
Authors:
Akon E. Ekpo, Benét DeBerry-Spence, Geraldine Rosa Henderson, Joseph Cherian
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Abstract

This study presents a phenomenological inquiry into the lived experiences of discriminated consumers to understand how they liberate themselves from offline marketplace discrimination. We explore the critical role that information technology plays to facilitate this process, revealing how discriminated consumers use technology to prepare for battle offline, temporarily seek refuge online, and withdraw permanently online. Our findings have implications to the technology consumption literature by highlighting how discriminated consumers may adopt technological consumption practices that allow them to successfully navigate the marketplace.

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