University of Tennessee, Knoxville TRACE: Tennessee Research and Creative Exchange Doctoral Dissertations Graduate School 5-2007 Shopping While Black: Perceptions of Discrimination in Retail Settings Edith F. Davidson University of Tennessee - Knoxville Follow this and additional works at: https://trace.tennessee.edu/utk_graddiss Part of the Marketing Commons Recommended Citation Davidson, Edith F., "Shopping While Black: Perceptions of Discrimination in Retail Settings. " PhD diss., University of Tennessee, 2007. https://trace.tennessee.edu/utk_graddiss/147 This Dissertation is brought to you for free and open access by the Graduate School at TRACE: Tennessee Research and Creative Exchange. It has been accepted for inclusion in Doctoral Dissertations by an authorized administrator of TRACE: Tennessee Research and Creative Exchange. For more information, please contact [email protected]. To the Graduate Council: I am submitting herewith a dissertation written by Edith F. Davidson entitled "Shopping While Black: Perceptions of Discrimination in Retail Settings." I have examined the final electronic copy of this dissertation for form and content and recommend that it be accepted in partial fulfillment of the equirr ements for the degree of Doctor of Philosophy, with a major in Retail, Hospitality, and Tourism Management. David Schumann, Major Professor We have read this dissertation and recommend its acceptance: Richard Reizenstein, Sarah Gardial, Ann Fairhurst Accepted for the Council: Carolyn R. Hodges Vice Provost and Dean of the Graduate School (Original signatures are on file with official studentecor r ds.) To the Graduate Council: I am submitting herewith a dissertation written by Edith F. Davidson entitled “Shopping While Black: Perceptions of Discrimination in Retail Settings.” I have examined the final paper copy of this dissertation for form and content and recommend that it be accepted in partial fulfillment of the requirements for the degree of Doctor of Philosophy, with a major in Marketing. _David Schumann_____________ David Schumann, Major Professor We have read this dissertation and recommend its acceptance: Richard Reizenstein____________________ Sarah Gardial_________________________ Ann Fairhurst_________________________ Acceptance for the Council Carolyn R. Hodges ___________ Vice Provost and Dean of the Graduate School (Original signatures are on file with official student records.) SHOPPING WHILE BLACK: PERCEPTIONS OF DISCRIMINATION IN RETAIL SETTINGS A Dissertation Presented for the Doctor of Philosophy Degree The University of Tennessee, Knoxville Edith F. Davidson May 2007 ACKNOWLEDGMENTS This paper represents the culmination of years of effort that would not be possible were it not for the support of multiple individuals. My dissertation committee challenged me with high expectations that I sought to meet throughout this process. My dissertation committee chair, Dave Schumann, has been my drill sergeant, my mentor, and my friend for the past five years and is largely responsible for any scholarly endeavors that I produce in my career. For the support that my family has provided, both emotional and financial, I am forever indebted. I’d also like to extend a special thank you to my daughter Elizabeth, who will no longer have to hear the excuse, “I can’t, Mommy has to work on her dissertation,” again. Though this process has required me to spend too many hours away from you, Elizabeth, you have truly been the ‘wind beneath my wings’ and indeed the inspiration for my flight. Thanks to all of you for the support, guidance, and inspiration you have provided. ii ABSTRACT The purpose of this dissertation research was to understand perceptions of discrimination as experienced by African American women in retail settings. Because the emphasis here was on understanding the phenomenon from the target’s perspective, an existential phenomenological approach was used. Existential phenomenology “seeks to explicate the essence, structure or form of both human experience and human behavior as revealed through essentially descriptive techniques including disciplined reflection” (Valle, King and Halling 1989, pg. 6). In-depth interviews were conducted with African American women who believed they’d received negative treatment because of their race in a retail setting. The analysis provided a rich description of retail perceptions of discrimination. Specifically, the phenomenon emerged as involving four themes (identified in emic terms by italics). The participant was subjected to Invisible/criminal treatment by sales associates and/or retail managers. At some point during the encounters described, participants internally attributed this treatment to discrimination. Sometimes this attribution arose quickly, other times it arose subsequent to a process of testing. For the experiences described, there was a point where the participant knew (I knew) she was being discriminated against. The perception of discrimination produced primarily negative emotions, corresponding cognitions and behaviors collectively described by the theme Have restraint - Show my butt. The perception of discrimination is facilitated by the notion that, despite social norms against these practices, discrimination is an omnipresent threat because Racism Exists. Both parental socialization and personal experiences with discrimination in other settings influence retail perceptions of discrimination. This study contributes to marketing and retailing research (e.g. understanding negative critical incidents of diverse consumers) as well as social psychological research (e.g. understanding how prejudice is experienced by targets). Specific implications for marketing and retailing faculty, researchers and practitioners; public policy officials and consumers are described. iii TABLE OF CONTENTS CHAPTER ONE................................................................................................................. 1 DEFINING THE PROBLEM AND THE IMPORTANCE OF THIS RESEARCH STUDY ............................................................................................................................... 1 INTRODUCTION .......................................................................................................... 1 CONSUMPTION EXPERIENCES.............................................................................. 16 MARKET POWER OF ETHNIC MINORITIES......................................................... 18 PURPOSE OF THIS RESEARCH ............................................................................... 22 Research Objective ................................................................................................... 23 POTENTIAL IMPLICATIONS ................................................................................... 25 CHAPTER TWO .............................................................................................................. 28 LITERATURE REVIEW ................................................................................................. 28 INTRODUCTION ........................................................................................................ 28 RACE AND ETHNICITY............................................................................................ 30 RACE AND ETHNICITY IN MARKETING EXCHANGES .................................... 32 Race in Marketing..................................................................................................... 33 Ethnicity in Marketing Exchanges............................................................................ 41 Reciprocal Influences: The Interaction of Race and Ethnicity in Marketing Exchanges ................................................................................................................. 46 INTERGROUP BIAS ................................................................................................... 48 Stereotypes................................................................................................................ 50 Prejudice ................................................................................................................... 53 Discrimination........................................................................................................... 56 Stereotypes, Prejudice and Discrimination............................................................... 65 RACIAL PROFILING.................................................................................................. 70 Theories on Racial Profiling ..................................................................................... 73 NATURE OF RETAIL SETTINGS ............................................................................. 77 Retail Sales Associates ............................................................................................. 81 Retail Settings ........................................................................................................... 82 iv CHAPTER THREE .......................................................................................................... 86 RESEARCH METHODOLOGY ..................................................................................... 86 INTRODUCTION ........................................................................................................ 86 HISTORICAL ORIGINS OF EXISTENTIAL-PHENOMENOLOGY ....................... 87 Existentialism............................................................................................................ 88