MWP 3 Precis 4) Consumer Racism andIts Effects on Domestic Cross-Ethnic Product Purchase

   In his article “imposition” of their unassimilated culture (Potvin 2000) Jean- Francois Ouellet asserts racism is most often the reaction of the dominant ethnic group over the ethnic minorities. The research provides evidence of (CR) consumer racism on domestic cross-culture product purchases in three different countries. The research suggests that consumer racism will affect the dominant majority race judgment and willingness to purchase products from that country’s ethnic minorities. Similarly, results of experiments, surveys, show that a business owned by minorities is significantly and negatively affected in areas in which consumer racism is present. A product-ethnicity image and or consumer’s perception of importance on the outcome associated with consuming minority owned businesses products and services or vice versa with minority consumers choosing to do business with minority owned businesses over the dominant race companies.

Ouellet, Jean- Francois. “Consumer Racism and Its Effects on Domestic Cross-Ethnic Product Purchase: An Empirical Test in the United States, Canada, and France” Journal of Marketing Vol. 71 (January 2008), 113-128