Marketing Letters

, Volume 29, Issue 4, pp 451–463 | Cite as

Narratives of technology consumption in the face of marketplace discrimination

  • Akon E. EkpoEmail author
  • Benét DeBerry-Spence
  • Geraldine Rosa Henderson
  • Joseph Cherian


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.


Technology consumption Marketplace discrimination Liberating acts Discriminated consumers Marketplace navigation 



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Copyright information

© Springer Science+Business Media, LLC, part of Springer Nature 2018

Authors and Affiliations

  • Akon E. Ekpo
    • 1
    Email author
  • Benét DeBerry-Spence
    • 2
  • Geraldine Rosa Henderson
    • 3
  • Joseph Cherian
    • 4
  1. 1.Marketing Department, School of Business – CamdenRutgers UniversityCamdenUSA
  2. 2.Liuataud Graduate School of Business, Dept. of Managerial StudiesUniversity of Illinois at ChicagoChicagoUSA
  3. 3.Quinlan School of Business, Marketing DepartmentLoyola University ChicagoChicagoUSA
  4. 4.Mendoza College of Business, Marketing DepartmentUniversity of Notre DameSouth BendUSA

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