CowartKelly O.LehnertKevin D. (2018), “Empirical Evidence of the Effect of Colorism on Customer Evaluations,” Psychology & Marketing, 35 (5), 357–67.
2.
CrockettDavid (2017), “Paths to Respectability: Consumption and Stigma Management in the Contemporary Black Middle Class,” Journal of Consumer Research, 44 (3), 554–81.
3.
D’AngeloJennifer K.DunnLeeValsesiaFrancesca (2025), “Is This for me? Differential Responses to Skin Tone Inclusivity Initiatives by Underrepresented Consumers and Represented Consumers,” Journal of Marketing, 89 (2), 25–42.
4.
GhoshalTanukaGillTripat (2025), “The ‘Dark Is Hardworking’ Association: How Skin Tone Affects Perceptions of Service Providers in India,” Journal of Marketing Research (published online December 9), https://doi.org/10.1177/00222437251409096.
5.
HenryJazminBradfordTonya Wiliams (forthcoming), “Shades of Beauty: Evolving Representation in Advertising,” in Transformative Advertising Research: Driving Positive Social Change and Well-Being, ZayerLinda Tunday, ed. Edward Elgar Publishing.
6.
MadySarahBiswasDibyanganaDadzieCharlene A.HillRonald PaulPaulRehana (2023), “‘A Whiter Shade of Pale’: Whiteness, Female Beauty Standards, and Ethical Engagement Across Three Cultures,” Journal of International Marketing, 31 (1), 69–89.
PittmanCassi (2020), “‘Shopping While Black’: Black Consumers’ Management of Racial Stigma and Racial Profiling in Retail Settings,” Journal of Consumer Culture, 20 (1), 3–22.
Trujillo-TorresLez E.DeBerry-SpenceBenetGrierSonya A.AskegaardSoren (2024), “After 50 Years, It Is Time to Talk About Value Hierarchy and Inequality,” Journal of Consumer Research, 51 (1), 79–90.
12.
UtleyT. JeromeJr.,DarityWilliamJr. (2016), “India’s Color Complex: One Day’s Worth of Matrimonials,” Review of Black Political Economy, 43 (2), 129–38.