Abstract

CARDOSO, Janaína Gularte; ROCHA, Rudimar Antunes da; IWAYA, Gabriel Horn  and  SOUSA JUNIOR, João Henriques de. PERCEIVED DISCRIMINATION AND EMOTIONAL CONSEQUENCES OF LGBTQIA+PHOBIA UPON CONSUMPTION IN BRAZIL. Innovar [online]. 2022, vol.32, n.85, pp.33-47.  Epub July 26, 2022. ISSN 0121-5051.  https://doi.org/10.15446/innovar.v32n85.100978.

This research aims to verify the relationship between the discrimination perceived by LCBTQIA+ consumers and the emotional consequences (frustration and helplessness) of discriminatory consumption processes. This proposal is relevant since it entails an advance in the literature about consumers' perceived discrimination by outlining a new perspective to address this issue, considering the lack of Brazilian studies on the discrimination perceived by the LCBTQIA+ community, which is a worldwide phenomenon. Methodologically, this is a quantitative study based on an online survey to 210 participants from Brazil, selected through non-probabilistic sampling. Results show distinct levels of perceived discrimination by the studied population, particularly those classified as low or with no intensity in explicit discrimination and in service discrimination, as well as those classified as medium, low or no perceived intensity in subtle discrimination. Our findings reveal an average correlation with consumers' feelings of frustration and helplessness, although it is not possible to state that discrimination induces such feelings. The construct with the highest intensity of perceived discrimination is included in the dimension of discrimination at the service level. Some practical implications and research paths for future studies in the context of consumer discrimination are also exposed in this work.

Keywords : Perceived discrimination; LCBTQIA+; consumption; consumer behavior.

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