AMM 1250 - Race, Ethnicity, and the American Consumer (3)

Examine how race and ethnicity has been constructed in the US, and the impact of racial stigma and discrimination in the retail marketplace as it relates to consumer behavior. Consumer processes and motives will be investigated with reference to the intersection of race and ethnicity with other demographic and behavioral characteristics - with a focus on African Americans, Native Americans, Asian Americans, and Latina and Latino Americans. Topics will include social constructs of race, racism in the consumer market, marketplace discrimination, consumer inequality, stereotyping, sustainability, and consumer rights. Lecture/discussion, case studies, analysis of datasets, and a student project related to race and consumerism in America.