Diversity and consumer behavior

• We suggest that the role of diversity in the marketplace is of ever growing importance.
• We propose that the use of social identities may, at times, provoke false rather than true selves.
• We argue being seen incorrectly may negatively impact consumers’ experiences and wellbeing.

Diversity has received more attention in psychology than it has in consumer research. Yet the role of diversity in the marketplace is of ever growing importance. In this review article, we discuss how true consumer appraisal — addressing consumers by their true, personal identity rather than their false selves — may lead to more positive marketplace experiences. Through a true consumer appraisal lens, we review work which advances our knowledge about diversity and consumer behavior. This research includes discussions of theoretical frameworks such as stereotype threat, methodology such as the Implicit Association Test (IAT), and subgroups based on race, ethnicity, gender, sexual orientation, religion, appearance, and physical ability.