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Marketing Letters
Published in: Marketing Letters 4/2018

08-12-2018

Narratives of technology consumption in the face of marketplace discrimination

Authors: Akon E. Ekpo, Benét DeBerry-Spence, Geraldine Rosa Henderson, Joseph Cherian

Published in: Marketing Letters | Issue 4/2018

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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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Metadata
Title
Narratives of technology consumption in the face of marketplace discrimination
Authors
Akon E. Ekpo
Benét DeBerry-Spence
Geraldine Rosa Henderson
Joseph Cherian
Publication date
08-12-2018
Publisher
Springer US
Published in
Marketing Letters / Issue 4/2018
Print ISSN: 0923-0645
Electronic ISSN: 1573-059X
DOI
https://doi.org/10.1007/s11002-018-9475-4

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