Family allowances as reverse retail discrimination

Abstract

PurposeResearchers have explored the extent to which consumers belonging to minority, ethnic, marginalized, and sub‐cultural groups experience discrimination in retail settings. This study aims to explore the converse of retail racism – namely, reverse retail discrimination. The work shows that gay men in the USA and Turkish people in Germany often secure relational benefits, or “family allowances,” from like employees, for no reason other than that they share a socio‐collective trait.Design/methodology/approachThe study employs grounded theory methodology to put forth a framework regarding five types of family allowances. The framework emerges from two in‐depth interview studies conducted with gay and Turkish people. A third qualitative study reveals insights into how majority groups view family allowances.FindingsThis study reveals that consumers who share ethnic and sexual orientation traits with like employees obtain family allowances; these are complementary products, monetary discounts, service improvements, customer comfort, and the sharing of information. The study also reveals that consumers from majority groups realize that reverse retail discrimination exists; however, they react negatively to having their thoughts confirmed.Research limitations/implicationsThis study is limited in that respondents were gay men and Turkish people. Studies are needed to further develop understanding of reverse retail discrimination and to investigate the extent to which managers realize that this phenomenon occurs.Practical implicationsManagers should realize that the potential for reverse discrimination exists and that discriminatory victims may become discriminatory agents.Originality/valueThis study develops the concept of family allowances. In addition, the study expands knowledge regarding a new type of marketplace discrimination.