Intersectionality in Marketing: A Paradigm for Understanding Understudied Consumers

83 Pages Posted: 14 Mar 2024

See all articles by Esther Uduehi

Esther Uduehi

University of Washington - Department of Marketing and International Business

Julian Saint Clair

Loyola Marymount University

Rowena Crabbe

Independent

Multiple version iconThere are 2 versions of this paper

Date Written: September 6, 2023

Abstract

Intersectionality remains largely underexplored within marketing. To address this gap, this paper synthesizes literature to provide a framework for intersectionality in marketing, featuring a definition, a research design roadmap, a research agenda, and key takeaways for stakeholders. The definition is focused on three main components: 1) awareness and acknowledgment of overlapping (rather than isolated) social categories (e.g., gender, race, and class), 2) understanding of how differences in lived experiences at these intersections influence the marketplace, and 3) recognition of how power shapes these lived experiences. Literature synthesis and original analyses provide evidence of intersectionality’s benefits to marketing on relevant and emerging topics: DEI and Identity, Technological Hyperconnectivity, Societal Fragmentation, and Humanitarian Crises. The novel research design roadmap features concrete theoretical and methodological approaches for marketing researchers from various backgrounds to engage with intersectionality: conducting exploratory subsample analyses, developing intersectional theory and hypotheses, conducting inclusive literature reviews, collecting and reporting detailed demographics, sampling understudied populations, and carefully situating conclusions. The research agenda provides questions for emerging topics at societal, organizational, and consumer levels. Engaging with intersectionality will help ensure that marketing remains socially relevant, develops inclusive theories, and more accurately reflects the lived experiences of understudied populations and communities.

Keywords: intersectionality, identity, race, class, gender, power, diversity, equity, inclusion

Suggested Citation

Uduehi, Esther and Saint Clair, Julian and Crabbe, Rowena, Intersectionality in Marketing: A Paradigm for Understanding Understudied Consumers (September 6, 2023). Available at SSRN: https://ssrn.com/abstract=4759503 or http://dx.doi.org/10.2139/ssrn.4759503

Esther Uduehi (Contact Author)

University of Washington - Department of Marketing and International Business ( email )

Seattle, WA
United States

Julian Saint Clair

Loyola Marymount University ( email )

7900 Loyola Boulevard
Los Angeles, CA 90045
United States

Rowena Crabbe

Independent

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