Consumer Perceptions & Decision Making from
Stigmatized Identities & Marketplace Inequality

Over the last few years, more companies have adopted seemingly diverse and inclusive strategies for their business identity, marketing mix, and retail experience. Increasingly, these attempts have been criticized for not being meaningfully supportive or thoughtfully curated by and for the groups they are intended to represent. Using mixed methods, I strive to explore and understand how consumers' perceptions and decisions are influenced when they are confronted with public and obscure structural disparities within the market. In answering these questions, I hope to contribute a body of research that prompts marketing implications for reducing inequality and bias within marketplace consumption and entrepreneurship.