Race in the Marketplace

Guillaume D. Johnson is a Marketing Scholar at the French National Center for Scientific Research (CNRS) based at the Université Paris-Dauphine, France.Kevin D. Thomas is Assistant Professor of Multicultural Branding at the Diederich College of Communication, Marquette University, USA.Anthony Kwame Harrison is the Gloria D. Smith Professor of Africana Studies at Virginia Tech, USA. Sonya A. Grier is Professor of Marketing at the Kogod School of Business, American University, USA.

• 1. Introduction.- 2. Making the mass white: how racial segregation shaped consumer segmentation.- 3. Race, markets, and digital technologies: historical and conceptual frameworks.- 4. (Re)visiting the corner store: black youth, gentrification, and food sovereignty.- 5. Beyond whiteness: perspectives on the rise of the pan-asian beauty ideal.- 6. Shopping while veiled: an exploration of the experiences of veiled muslim consumers in france.- 7. Constructing and critiquing interracial couples on youtube.- 8. Marketing marriage and colorism in india.- 9. Dirty braids: how hair is disrupting dominant racial narratives in puerto rico post-hurricane maria.- 10. Are black consumers a bellwether for the nation?: how research on blacks can foreground our understanding of race in the marketplace.- 11. A loan at last? Race and racism in mortgage lending.- 12. Crowd-based markets: technical progress, civil and social regression.- 13. Cultural justice and collecting: challenging the underrecognition of african american artists.- 14. The new economics of colorism in the skin whitening industry: case of india and nigeria.- 15. Race as a currency? Profitability and racialization in french healthcare institutions.- 16. Development by markets: an essay on the continuities of colonial development and racism in africa.- 17. Afterword.