How low-income consumers negotiate intended egalitarian practices in the marketplace
Published online on May 09, 2026
Abstract
Marketing Theory, Ahead of Print.
Prior research establishes that low-income consumers may feel discomfort with market-initiated approaches to inclusion. However, less is known about how low-income consumers may negotiate such initiatives, and how the initiatives are subsequently ...
Prior research establishes that low-income consumers may feel discomfort with market-initiated approaches to inclusion. However, less is known about how low-income consumers may negotiate such initiatives, and how the initiatives are subsequently ...