From the explicit to the subtle: is there discrimination perceived by the LGBTI+ consumer in Brazil?
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | por eng |
Título da fonte: | Cadernos EBAPE.BR |
Texto Completo: | https://periodicos.fgv.br/cadernosebape/article/view/86499 |
Resumo: | This research analyzed the discrimination perceived by LGBTI+ consumers in Brazil and the emotional results of the discriminatory process. It investigates the theme using the Perceived Customer Discrimination metric by Klinner and Walsh (2013), which addresses the relationship between different types of discrimination (explicit, at the service level, and subtle) with the emotional results of frustration and helplessness. It is characterized as a quantitative study and used an online survey with a sample of 210 Brazilian participants, mostly residents of the southern region of the country. Data were analyzed via structural equation modeling and indicate that subtle discrimination is the most observed. Explicit and subtle discrimination are predictors of frustration and helplessness, and the construct with the greatest intensity of perceived discrimination is included in the dimension of discrimination in the act of care, with attitudes of contempt for identifying as LGBTI+. In theoretical terms, it elucidates the intersection between sexual diversity and consumer discrimination. In social terms, it provides evidence that can be used as subsidies for developing actions and campaigns aimed at preventing and combating violence and discrimination against LGBTI+ people. From a managerial perspective, it encourages marketers to realize the importance and experiences of these consumers and helps to manage inclusion, equality, and diversity. |
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From the explicit to the subtle: is there discrimination perceived by the LGBTI+ consumer in Brazil?De lo explícito a lo sutil: ¿hay discriminación percibida por el consumidor LGBTI+ en Brasil?Do explícito ao sutil: existe discriminação percebida pelo consumidor LGBTI+ no Brasil?DiscriminationLGBTI ConsumptionBrazilDiscriminaciónLGBTI ConsumoBrasilDiscriminaçãoLGBTI ConsumoBrasilThis research analyzed the discrimination perceived by LGBTI+ consumers in Brazil and the emotional results of the discriminatory process. It investigates the theme using the Perceived Customer Discrimination metric by Klinner and Walsh (2013), which addresses the relationship between different types of discrimination (explicit, at the service level, and subtle) with the emotional results of frustration and helplessness. It is characterized as a quantitative study and used an online survey with a sample of 210 Brazilian participants, mostly residents of the southern region of the country. Data were analyzed via structural equation modeling and indicate that subtle discrimination is the most observed. Explicit and subtle discrimination are predictors of frustration and helplessness, and the construct with the greatest intensity of perceived discrimination is included in the dimension of discrimination in the act of care, with attitudes of contempt for identifying as LGBTI+. In theoretical terms, it elucidates the intersection between sexual diversity and consumer discrimination. In social terms, it provides evidence that can be used as subsidies for developing actions and campaigns aimed at preventing and combating violence and discrimination against LGBTI+ people. From a managerial perspective, it encourages marketers to realize the importance and experiences of these consumers and helps to manage inclusion, equality, and diversity.Esta investigación tuvo como objetivo analizar la discriminación percibida por los consumidores LGBTI+ en Brasil y los resultados emocionales del proceso discriminatorio. Se investiga el tema utilizando la métrica discriminación percibida por el cliente de Klinner y Walsh (2013), que aborda la relación entre diferentes tipos de discriminación ‒explícita, a nivel de servicio y sutil‒ y los resultados emocionales de frustración e impotencia. Se caracteriza por ser un estudio cuantitativo con una encuesta en línea, con una muestra de 210 participantes brasileños, en su mayoría residentes de la región sur del país. Los datos se analizaron mediante el modelado de ecuaciones estructurales e indican que la discriminación sutil es la más observada mientras que la discriminación explícita y sutil es predictora de frustración e impotencia. A su vez, el constructo con mayor intensidad de discriminación percibida se incluye en la dimensión de discriminación en la atención, con actitudes de desprecio al identificarse como LGBTI+. En términos teóricos, dilucida la intersección entre la diversidad sexual y la discriminación en el consumo. En términos sociales, aporta evidencias que pueden utilizarse como recursos para el desarrollo de acciones y campañas dirigidas a prevenir y combatir la violencia y la discriminación contra las personas LGBTI+. Desde el punto de vista de la gestión, incentiva a los especialistas en marketing a percibir la importancia y las experiencias de estos consumidores, además de ayudar a gestionar la inclusión, la igualdad y la diversidad.Este artigo propõe analisar a discriminação percebida pelo consumidor LGBTI+ no Brasil e os resultados emocionais do processo discriminatório. Para isso, investiga-se o tema recorrendo a métrica perceived customer discrimination, de Klinner e Walsh (2013), que aborda a relação entre os diferentes tipos de discriminação – explícita, no nível do serviço e sutil – e os resultados emocionais de frustração e desamparo. Trata-se de um estudo quantitativo, de levantamento on-line, com amostragem de 210 participantes, a maioria residente na região Sul do país. Os dados foram analisados via modelagem de equações estruturais e indicam que a discriminação sutil é a mais observada, enquanto a discriminação explícita e sutil são preditoras da frustração e do desamparo. Por sua vez, o construto com maior intensidade de discriminação percebida está contemplado na dimensão de discriminação no ato do atendimento, com atitudes de desprezo por eu me identificar como LGBTI+. Em termos teóricos, o texto elucida a interseção entre a diversidade sexual e a discriminação no consumo. Em termos sociais, fornece evidências que podem ser usadas como subsídios para o desenvolvimento de ações e campanhas voltadas à prevenção e ao combate à violência e à discriminação às pessoas LGBTI+. Do ponto de vista gerencial, encoraja os profissionais de marketing a perceber a importância e as experiências desses consumidores, bem como pode auxiliar na gestão de inclusão, igualdade e diversidade.Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas2022-08-31info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfhttps://periodicos.fgv.br/cadernosebape/article/view/8649910.1590/1679-395120210098Cadernos EBAPE.BR; Vol. 20 No. 4 (2022); 483-499Cadernos EBAPE.BR; Vol. 20 Núm. 4 (2022); 483-499Cadernos EBAPE.BR; v. 20 n. 4 (2022); 483-4991679-3951reponame:Cadernos EBAPE.BRinstname:Fundação Getulio Vargas (FGV)instacron:FGVporenghttps://periodicos.fgv.br/cadernosebape/article/view/86499/81428https://periodicos.fgv.br/cadernosebape/article/view/86499/81429Cardoso, Janaína GularteRocha, Rudimar Antunes dainfo:eu-repo/semantics/openAccess2022-08-31T23:40:43Zoai:ojs.periodicos.fgv.br:article/86499Revistahttps://periodicos.fgv.br/cadernosebapehttps://periodicos.fgv.br/cadernosebape/oaicadernosebape@fgv.br||cadernosebape@fgv.br1679-39511679-3951opendoar:2024-05-13T10:00:28.238324Cadernos EBAPE.BR - Fundação Getulio Vargas (FGV)true |
dc.title.none.fl_str_mv |
From the explicit to the subtle: is there discrimination perceived by the LGBTI+ consumer in Brazil? De lo explícito a lo sutil: ¿hay discriminación percibida por el consumidor LGBTI+ en Brasil? Do explícito ao sutil: existe discriminação percebida pelo consumidor LGBTI+ no Brasil? |
title |
From the explicit to the subtle: is there discrimination perceived by the LGBTI+ consumer in Brazil? |
spellingShingle |
From the explicit to the subtle: is there discrimination perceived by the LGBTI+ consumer in Brazil? Cardoso, Janaína Gularte Discrimination LGBTI Consumption Brazil Discriminación LGBTI Consumo Brasil Discriminação LGBTI Consumo Brasil |
title_short |
From the explicit to the subtle: is there discrimination perceived by the LGBTI+ consumer in Brazil? |
title_full |
From the explicit to the subtle: is there discrimination perceived by the LGBTI+ consumer in Brazil? |
title_fullStr |
From the explicit to the subtle: is there discrimination perceived by the LGBTI+ consumer in Brazil? |
title_full_unstemmed |
From the explicit to the subtle: is there discrimination perceived by the LGBTI+ consumer in Brazil? |
title_sort |
From the explicit to the subtle: is there discrimination perceived by the LGBTI+ consumer in Brazil? |
author |
Cardoso, Janaína Gularte |
author_facet |
Cardoso, Janaína Gularte Rocha, Rudimar Antunes da |
author_role |
author |
author2 |
Rocha, Rudimar Antunes da |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Cardoso, Janaína Gularte Rocha, Rudimar Antunes da |
dc.subject.por.fl_str_mv |
Discrimination LGBTI Consumption Brazil Discriminación LGBTI Consumo Brasil Discriminação LGBTI Consumo Brasil |
topic |
Discrimination LGBTI Consumption Brazil Discriminación LGBTI Consumo Brasil Discriminação LGBTI Consumo Brasil |
description |
This research analyzed the discrimination perceived by LGBTI+ consumers in Brazil and the emotional results of the discriminatory process. It investigates the theme using the Perceived Customer Discrimination metric by Klinner and Walsh (2013), which addresses the relationship between different types of discrimination (explicit, at the service level, and subtle) with the emotional results of frustration and helplessness. It is characterized as a quantitative study and used an online survey with a sample of 210 Brazilian participants, mostly residents of the southern region of the country. Data were analyzed via structural equation modeling and indicate that subtle discrimination is the most observed. Explicit and subtle discrimination are predictors of frustration and helplessness, and the construct with the greatest intensity of perceived discrimination is included in the dimension of discrimination in the act of care, with attitudes of contempt for identifying as LGBTI+. In theoretical terms, it elucidates the intersection between sexual diversity and consumer discrimination. In social terms, it provides evidence that can be used as subsidies for developing actions and campaigns aimed at preventing and combating violence and discrimination against LGBTI+ people. From a managerial perspective, it encourages marketers to realize the importance and experiences of these consumers and helps to manage inclusion, equality, and diversity. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-08-31 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.fgv.br/cadernosebape/article/view/86499 10.1590/1679-395120210098 |
url |
https://periodicos.fgv.br/cadernosebape/article/view/86499 |
identifier_str_mv |
10.1590/1679-395120210098 |
dc.language.iso.fl_str_mv |
por eng |
language |
por eng |
dc.relation.none.fl_str_mv |
https://periodicos.fgv.br/cadernosebape/article/view/86499/81428 https://periodicos.fgv.br/cadernosebape/article/view/86499/81429 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas |
publisher.none.fl_str_mv |
Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas |
dc.source.none.fl_str_mv |
Cadernos EBAPE.BR; Vol. 20 No. 4 (2022); 483-499 Cadernos EBAPE.BR; Vol. 20 Núm. 4 (2022); 483-499 Cadernos EBAPE.BR; v. 20 n. 4 (2022); 483-499 1679-3951 reponame:Cadernos EBAPE.BR instname:Fundação Getulio Vargas (FGV) instacron:FGV |
instname_str |
Fundação Getulio Vargas (FGV) |
instacron_str |
FGV |
institution |
FGV |
reponame_str |
Cadernos EBAPE.BR |
collection |
Cadernos EBAPE.BR |
repository.name.fl_str_mv |
Cadernos EBAPE.BR - Fundação Getulio Vargas (FGV) |
repository.mail.fl_str_mv |
cadernosebape@fgv.br||cadernosebape@fgv.br |
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