Lutheran North News
Professor Dave Crockett, LN ‘88, Recognized with the "Best Article" Award by the Journal of Consumer Research
Professor Dave Crockett, LN ‘88, recently was recognized with the "Best Article" Award by the Journal of Consumer Research for his research into racial inequality in the marketplace.
Crocket’s article entitled, “Paths to Respectability: Consumption and Stigma Management in the Contemporary Black Middle Class” examines how people manage racial stigmas.
Crockett is a professor of marketing at the University of South Carolina, where he focuses his research on the consequences of social inequality on consumer behavior. He investigates the differences between gender and racial inequality in the marketplace and addresses consumer, managerial and public policy initiatives designed to alleviate inequality.
“We need a deeper and richer understanding of how racism operates in the marketplace specifically because that’s where most people experience it,” Crockett said in a presentation at Northwestern University earlier this year. “A lot of what we do is about all these other settings: the workplace, criminal justice. All these things are super important, but I would say, generally, we’ve paid less attention to what happens in the marketplace.”
The award from the Journal of Consumer Research is given to the author who made the greatest long-term contribution to the field of consumer research after three years of its initial publication. Nominations for the award come from the editors and board members of the Journal of Consumer Research, one of the top academic journals in the country.
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