Narratives of technology consumption in the face of marketplace discrimination |
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| Authors: | Akon E Ekpo Benét DeBerry-Spence Geraldine Rosa Henderson Joseph Cherian |
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| Institution: | 1.Marketing Department, School of Business – Camden,Rutgers University,Camden,USA;2.Liuataud Graduate School of Business, Dept. of Managerial Studies,University of Illinois at Chicago,Chicago,USA;3.Quinlan School of Business, Marketing Department,Loyola University Chicago,Chicago,USA;4.Mendoza College of Business, Marketing Department,University of Notre Dame,South Bend,USA |
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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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