ABSTRACT

This paper interrogates how racially discriminatory practices by real estate agents, lenders, and retailers produce and reproduce marketplace inequities for Black consumers. Drawing on Critical Race Theory (CRT) and interdisciplinary research, the paper reveals the normalisation and permanence of racism in practices and policies aimed at protecting White spaces. Marketing actors racially discriminatory approaches have morphed from overt to more covert strategies, but they persist in spite of regulatory changes. Impacts on Black consumers have created profound marketplace inequities including constricted and restricted choices, devalued housing assets, housing segregation, retail discrimination, restricted and expensive access to credit, wealth gaps, and retail desertification. When viewed through a CRT lens, we conclude that in the American context, the invisible hand of the market is not invisible. Rather, it is White. The study draws implications for practice, and urgently calls for more research to unmask racism in marketing – because Black Lives Matter!

抽象的

本文探讨了房地产经纪人，贷方和零售商在种族歧视方面的做法如何为黑人消费者生产和复制市场不平等现象。借助批判种族理论（CRT）和跨学科研究，该论文揭示了种族主义在旨在保护空白空间的实践和政策中的常态化和持久性。营销行为者的种族歧视方法已经从公开策略转变为更加隐秘的策略，但是尽管监管机构发生了变化，但它们仍然存在。对黑人消费者的影响造成了巨大的市场不平等，包括选择受限和选择受限，住房资产贬值，住房隔离，零售歧视，获得信贷的渠道有限和昂贵，贫富差距和零售荒漠化。通过CRT镜头观看时，我们得出的结论是，在美国背景下，市场的无形之手不是无形的。而是白色。该研究对实践产生了影响，并迫切需要开展更多研究以揭露营销中的种族主义-因为“黑衣”很重要！