24 October 2022

Emma Johnson’s paper is accepted for publication

Emma Johnson, a PGR student at Sheffield University Management School, is due to have her paper published in a journal in January 2023.

Emma Johnson wearing a white top with images of butterflies on it.

Along with her co-authors, Emma Johnson has had a paper accepted for publication in the upcoming special issue of the Journal of the Association for Consumer Research on Racism and Discrimination in the Marketplace.

Through an integrative critical review, the paper highlights the role of intersecting contexts in generating racism and discrimination in the marketplace. A research agenda is presented to focus future exploration of marketplace discrimination on previously overlooked consumer characteristics to be investigated within their wider social context.

Increasingly marketing practitioners are expected to reflect the diversity of multicultural marketplaces and promote inclusion in their activities. Despite their best intentions, these attempts sometimes backfire and lead to negative outcomes for consumers and the brand itself. In the paper, a framework is presented to address this challenge and assist marketing practitioners to identify and understand the relevant contextual factors in order to appropriately and sensitively plan their activities.

This is an excellent achievement and represents an important contribution to understand and challenge discrimination through high quality research.

Professor David O'Brien and Professor Fraser McLeay

Co-Directors of BRISTT

The special issue of the journal is due to be published in January 2023.

Find a PhD

Search for PhD opportunities at Sheffield and be part of our world-leading research.