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Coping With Marketplace Discrimination: An Exploration Of The Experiences Of Black Men, David Crockett, Sonya A. Grier, Jacqueline A. Williams

David Crockett

Differential treatment in the marketplace based on group membership rather than individual differences, which we refer to as marketplace discrimination, has been noted to occur across a multitude of consumption contexts, ranging from purchas-ing automobiles and real estate to browsing at retail stores or even hailing a taxicab. While evidence of marketplace dis-crimination has been widely reported and need not be reproduced here, the important related question of how consumers perceive and cope with the internal strains produced by discrimination remains an under-investigated topic in marketing. This is an important oversight, as research in sociology, anthropology and psychology has demonstrated …