Transformative African Consumer Arts-Based Research: A Path to a Better World

Abstract

Our chapter contributes theoretically to the role of Marketing in Race discrimination by articulating the research paradigm of Transformative Consumer Arts-Based Research (TCABR). We explicate how TCABR can be used in research on Racial discrimination to develop research questions, design studies, collect and analyze data, implement and evaluate, and translate and disseminate research. We explain the different roles consumers participate in the research on the Racial discrimination process: (1) the consumer as advocate in research design; (2) the consumer as artist in data collection; (3) the consumer as teacher in data analysis; (4) the consumer as coordinator in discussions; and (5) the consumer as consultant in managerial implications and implementation. We highlight how TCABR combines ABR, PAR, and TCR methodologies to elucidate racial discrimination and the role of marketing in social justice, thereby paving the way for a better life for consumers.