Abstract
Due to their growing social visibility and recognized buying power, multiracial individuals have emerged as a viable consumer segment among marketers. However, there is a dearth of research examining how multiracial populations experience the marketplace. In an attempt to better understand the ways in which multiracial individuals utilize consumption practices as a means of developing and expressing their racial identity, this study examined the lived experience of multiracial (black and white) women. Findings of this phenomenological study indicate that multiracial consumers engage with the marketplace to assuage racial discordance and legitimize the liminal space they occupy. This marketplace engagement is explored through themes such as living in two worlds, the mighty ringlets and forced choice. Multiracial identity is seen to be co-constituted by marketers and consumers. Existing theories proved ineffectual at fully capturing the lived experience connected to the consumer acculturation and socialization processes for those with two distinctly constructed racial backgrounds.
Acknowledgements
The authors express deep gratitude to Jim Gentry, Lisa Peñaloza, CCT Conference attendees, the Editor, and anonymous referees for their thorough and thoughtful feedback. We also extend thanks to our respective families and friends for their patience and support.
Disclosure statement
No potential conflict of interest was reported by the authors.