Ingroup-outgroup racial discrimination: the ambiguous nature of favorable-unfavorable treatment in the retail setting
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Tipo de documento: | Tese |
Idioma: | eng |
Título da fonte: | Repositório Institucional do FGV (FGV Repositório Digital) |
Texto Completo: | https://hdl.handle.net/10438/32500 |
Resumo: | This research investigated the phenomenon of ingroup discrimination during congruent racial interactions involving minority group members. More specifically, when manifested in the form of inferior service provided by Black salespersons to Black shoppers in physical stores, an aspect the extant marketplace discrimination literature has not made clear yet. This research deepens the understanding of this phenomenon in the retail setting by integrating two theoretical perspectives: the mechanisms of ingroup preference posited by social identity theory (SIT) and the outgroup preference approached by system justification theory (SJT). The author conducted two empirical studies in sequence by adopting a mixed-method methodology approach to increase the findings’ robustness and answer the call for applying a more diversified range of methodologies in racial discrimination investigations. The first, a quasi-experiment in a natural (out of laboratory) setting, compared the service quality level received from salespersons and perceived by two racial groups of shoppers: Blacks and Whites. The second, a qualitative phenomenological investigation also with Black and White shoppers, provided a more comprehensive view of the nuances of the phenomenon of discrimination involving members of the same minority racial group. As a result, the triangulation of these two studies evidenced that racial congruence between members perceived as belonging to the same minority racial group might not be sufficient to preclude manifestations of subtle discrimination. In this sense, two service quality indicators, observed and measured, revealed that Black and White shoppers did not experience discrimination during interactions with salespersons. That is, there were no differences in the time salespersons approached them, and the time of service they provided to these two racial groups of shoppers. However, the third service quality indicator, the level of recommendations received, demonstrated that Blacks receive less frequently higher-level product recommendations compared to Whites. Furthermore, contrary to the predictions of the marketplace discrimination literature, it happened more incidentally when Black salespersons served Black shoppers. In turn, compared to White shoppers, Blacks were more prone to perceive discriminatory behaviors from salespersons, especially when interacting with White salespersons. Finally, what are generally considered positive service quality indicators (that is, being approached quickly or receiving at first highest priced product recommendations) might be re-signified and perceived as discriminatory behaviors by Black shoppers. From a theoretical perspective, this research offers an additional contribution to understanding how and when the mechanism of ingroup and outgroup preference operate in interactions between members perceived as belonging to the same racial minority group. From a managerial standpoint, the 8 results of this research call attention to the need to recalibrate some service quality indicators and reinforce internal policies that combat the embedded and internalized negative racial references by frontline employees when serving Black shoppers. |
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Silva Junior, Adelson Ferreira daEscolas::EAESPHildebrand, Diogo Fajardo NunesLopes, Evandro LuizPereira, Jussara JéssicaVeludo-de-Oliveira, Tania2022-09-13T20:30:35Z2022-09-13T20:30:35Z2022-08-25https://hdl.handle.net/10438/32500This research investigated the phenomenon of ingroup discrimination during congruent racial interactions involving minority group members. More specifically, when manifested in the form of inferior service provided by Black salespersons to Black shoppers in physical stores, an aspect the extant marketplace discrimination literature has not made clear yet. This research deepens the understanding of this phenomenon in the retail setting by integrating two theoretical perspectives: the mechanisms of ingroup preference posited by social identity theory (SIT) and the outgroup preference approached by system justification theory (SJT). The author conducted two empirical studies in sequence by adopting a mixed-method methodology approach to increase the findings’ robustness and answer the call for applying a more diversified range of methodologies in racial discrimination investigations. The first, a quasi-experiment in a natural (out of laboratory) setting, compared the service quality level received from salespersons and perceived by two racial groups of shoppers: Blacks and Whites. The second, a qualitative phenomenological investigation also with Black and White shoppers, provided a more comprehensive view of the nuances of the phenomenon of discrimination involving members of the same minority racial group. As a result, the triangulation of these two studies evidenced that racial congruence between members perceived as belonging to the same minority racial group might not be sufficient to preclude manifestations of subtle discrimination. In this sense, two service quality indicators, observed and measured, revealed that Black and White shoppers did not experience discrimination during interactions with salespersons. That is, there were no differences in the time salespersons approached them, and the time of service they provided to these two racial groups of shoppers. However, the third service quality indicator, the level of recommendations received, demonstrated that Blacks receive less frequently higher-level product recommendations compared to Whites. Furthermore, contrary to the predictions of the marketplace discrimination literature, it happened more incidentally when Black salespersons served Black shoppers. In turn, compared to White shoppers, Blacks were more prone to perceive discriminatory behaviors from salespersons, especially when interacting with White salespersons. Finally, what are generally considered positive service quality indicators (that is, being approached quickly or receiving at first highest priced product recommendations) might be re-signified and perceived as discriminatory behaviors by Black shoppers. From a theoretical perspective, this research offers an additional contribution to understanding how and when the mechanism of ingroup and outgroup preference operate in interactions between members perceived as belonging to the same racial minority group. From a managerial standpoint, the 8 results of this research call attention to the need to recalibrate some service quality indicators and reinforce internal policies that combat the embedded and internalized negative racial references by frontline employees when serving Black shoppers.Esta pesquisa investigou o fenômeno do ingroup discrimination durante interações raciais congruentes envolvendo membros de grupos minoritários. Mais especificamente, quando manifestada na forma de serviço inferior prestado por vendedores pretos a compradores pretos em lojas físicas, um aspecto que a literatura existente de marketplace discrimination ainda não tornou claro. Integrando duas perspectivas teóricas, ou seja, os mecanismos do ingroup preference postulado pela social identity theory (SIT) e o outgroup preference abordado pela system justification theory (SJT), esta pesquisa aprofunda a compreensão das nuances que envolvem o fenômeno do ingroup discrimination no ambiente de varejo. Adotando uma abordagem metodológica de métodos mistos, visando aumentar a robustez dos achados e responder aos apelos para a aplicação de uma gama mais diversificada de metodologias nas investigações sobre discriminação racial, o autor realizou dois estudos empíricos em sequência. O primeiro, um quase-experimento em ambiente natural (fora de laboratório), comparou o nível de qualidade do serviço recebido dos vendedores e percebido por dois grupos raciais de compradores: pretos e brancos. E o segundo, uma investigação qualitativa fenomenológica também com compradores pretos e brancos, proporcionou uma visão mais abrangente das nuances do fenômeno da discriminação envolvendo membros de um mesmo grupo racial minoritário. Como resultado, a triangulação desses dois estudos evidenciou que a congruência racial entre membros percebidos como pertencentes ao mesmo grupo racial minoritário pode não ser condição suficiente para impedir manifestações de discriminação sutil. Nesse sentido, dois dos três indicadores de qualidade de serviço observados e medidos revelaram que os compradores pretos e brancos não sofrem discriminação durante as interações com os vendedores. Ou seja, não foram observadas diferenças no tempo de abordagem pelos vendedores e no tempo de atendimento prestado por eles a esses dois grupos raciais de compradores. No entanto, o terceiro indicador de qualidade de serviço, o nível de recomendações recebidas, demonstrou que os compradores pretos em comparação com os brancos receberam menos frequentemente recomendações de produtos de nível superior. E, ao contrário dos achados da literatura de marketplace discrimination, isto aconteceu mais incidentalmente quando os compradores pretos foram atendidos por vendedores pretos. Por sua vez, os compradores pretos em relação aos brancos foram mais propensos a perceber comportamentos discriminatórios dos vendedores, principalmente ao interagir com vendedores brancos. Além disso, o que seriam considerados indicadores positivos de qualidade de serviço (ou seja, ser abordado rapidamente ou receber a princípio recomendações de produtos de preços 10 mais altos) pode ser ressignificado e percebido como comportamentos discriminatórios pelos consumidores pretos. Do ponto de vista teórico, esta pesquisa oferece uma contribuição adicional para a compreensão de como e quando os mecanismos de ingroup e outgroup preference operam nas interações entre indivíduos percebidos como pertencentes ao mesmo grupo minoritário racial. E do ponto de vista gerencial, os resultados desta pesquisa chamam a atenção para a necessidade de recalibrar alguns indicadores de qualidade de serviço e reforçar políticas internas que combatam as referências raciais negativas incorporadas e internalizadas pelos funcionários da linha de frente das lojas durante o atendimento aos compradores pretos.engIngroupOutgroupMarketplace discriminationService qualityRetailAdministração de empresasDiscriminação racial - BrasilPreconceitosRelações intergrupaisSatisfação do consumidorComércio varejistaIngroup-outgroup racial discrimination: the ambiguous nature of favorable-unfavorable treatment in the retail settinginfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/doctoralThesisinfo:eu-repo/semantics/openAccessreponame:Repositório Institucional do FGV (FGV Repositório Digital)instname:Fundação Getulio Vargas (FGV)instacron:FGVORIGINALAdelson F Silva Jr Thesis (Biblioteca FN).pdfAdelson F Silva Jr Thesis (Biblioteca 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dc.title.eng.fl_str_mv |
Ingroup-outgroup racial discrimination: the ambiguous nature of favorable-unfavorable treatment in the retail setting |
title |
Ingroup-outgroup racial discrimination: the ambiguous nature of favorable-unfavorable treatment in the retail setting |
spellingShingle |
Ingroup-outgroup racial discrimination: the ambiguous nature of favorable-unfavorable treatment in the retail setting Silva Junior, Adelson Ferreira da Ingroup Outgroup Marketplace discrimination Service quality Retail Administração de empresas Discriminação racial - Brasil Preconceitos Relações intergrupais Satisfação do consumidor Comércio varejista |
title_short |
Ingroup-outgroup racial discrimination: the ambiguous nature of favorable-unfavorable treatment in the retail setting |
title_full |
Ingroup-outgroup racial discrimination: the ambiguous nature of favorable-unfavorable treatment in the retail setting |
title_fullStr |
Ingroup-outgroup racial discrimination: the ambiguous nature of favorable-unfavorable treatment in the retail setting |
title_full_unstemmed |
Ingroup-outgroup racial discrimination: the ambiguous nature of favorable-unfavorable treatment in the retail setting |
title_sort |
Ingroup-outgroup racial discrimination: the ambiguous nature of favorable-unfavorable treatment in the retail setting |
author |
Silva Junior, Adelson Ferreira da |
author_facet |
Silva Junior, Adelson Ferreira da |
author_role |
author |
dc.contributor.unidadefgv.por.fl_str_mv |
Escolas::EAESP |
dc.contributor.member.none.fl_str_mv |
Hildebrand, Diogo Fajardo Nunes Lopes, Evandro Luiz Pereira, Jussara Jéssica |
dc.contributor.author.fl_str_mv |
Silva Junior, Adelson Ferreira da |
dc.contributor.advisor1.fl_str_mv |
Veludo-de-Oliveira, Tania |
contributor_str_mv |
Veludo-de-Oliveira, Tania |
dc.subject.eng.fl_str_mv |
Ingroup Outgroup Marketplace discrimination Service quality Retail |
topic |
Ingroup Outgroup Marketplace discrimination Service quality Retail Administração de empresas Discriminação racial - Brasil Preconceitos Relações intergrupais Satisfação do consumidor Comércio varejista |
dc.subject.area.por.fl_str_mv |
Administração de empresas |
dc.subject.bibliodata.por.fl_str_mv |
Discriminação racial - Brasil Preconceitos Relações intergrupais Satisfação do consumidor Comércio varejista |
description |
This research investigated the phenomenon of ingroup discrimination during congruent racial interactions involving minority group members. More specifically, when manifested in the form of inferior service provided by Black salespersons to Black shoppers in physical stores, an aspect the extant marketplace discrimination literature has not made clear yet. This research deepens the understanding of this phenomenon in the retail setting by integrating two theoretical perspectives: the mechanisms of ingroup preference posited by social identity theory (SIT) and the outgroup preference approached by system justification theory (SJT). The author conducted two empirical studies in sequence by adopting a mixed-method methodology approach to increase the findings’ robustness and answer the call for applying a more diversified range of methodologies in racial discrimination investigations. The first, a quasi-experiment in a natural (out of laboratory) setting, compared the service quality level received from salespersons and perceived by two racial groups of shoppers: Blacks and Whites. The second, a qualitative phenomenological investigation also with Black and White shoppers, provided a more comprehensive view of the nuances of the phenomenon of discrimination involving members of the same minority racial group. As a result, the triangulation of these two studies evidenced that racial congruence between members perceived as belonging to the same minority racial group might not be sufficient to preclude manifestations of subtle discrimination. In this sense, two service quality indicators, observed and measured, revealed that Black and White shoppers did not experience discrimination during interactions with salespersons. That is, there were no differences in the time salespersons approached them, and the time of service they provided to these two racial groups of shoppers. However, the third service quality indicator, the level of recommendations received, demonstrated that Blacks receive less frequently higher-level product recommendations compared to Whites. Furthermore, contrary to the predictions of the marketplace discrimination literature, it happened more incidentally when Black salespersons served Black shoppers. In turn, compared to White shoppers, Blacks were more prone to perceive discriminatory behaviors from salespersons, especially when interacting with White salespersons. Finally, what are generally considered positive service quality indicators (that is, being approached quickly or receiving at first highest priced product recommendations) might be re-signified and perceived as discriminatory behaviors by Black shoppers. From a theoretical perspective, this research offers an additional contribution to understanding how and when the mechanism of ingroup and outgroup preference operate in interactions between members perceived as belonging to the same racial minority group. From a managerial standpoint, the 8 results of this research call attention to the need to recalibrate some service quality indicators and reinforce internal policies that combat the embedded and internalized negative racial references by frontline employees when serving Black shoppers. |
publishDate |
2022 |
dc.date.accessioned.fl_str_mv |
2022-09-13T20:30:35Z |
dc.date.available.fl_str_mv |
2022-09-13T20:30:35Z |
dc.date.issued.fl_str_mv |
2022-08-25 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/doctoralThesis |
format |
doctoralThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://hdl.handle.net/10438/32500 |
url |
https://hdl.handle.net/10438/32500 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.source.none.fl_str_mv |
reponame:Repositório Institucional do FGV (FGV Repositório Digital) instname:Fundação Getulio Vargas (FGV) instacron:FGV |
instname_str |
Fundação Getulio Vargas (FGV) |
instacron_str |
FGV |
institution |
FGV |
reponame_str |
Repositório Institucional do FGV (FGV Repositório Digital) |
collection |
Repositório Institucional do FGV (FGV Repositório Digital) |
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repository.mail.fl_str_mv |
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