ABSTRACT
Critical theoretical approaches recognize and critique systemic power relations with an intention to contribute to structural change. Critical scholars emphasize the need for “action-oriented programs of research aimed at improving society and the lives of consumers”. Critical marketplace studies tend to involve a critique of capitalism and acknowledge that the marketplace is not a neutral site. Critical theory maintains a focused skepticism toward the notion of universal objectivity and contextualizes social and historical relations in a way that accounts for the influence of different subjectivities. Critical race theory recognizes the enduring pervasiveness of racism—from individual private thoughts to personal relationships, workplaces, institutions, and systems. In marketing, several methodological perspectives incorporate lived experiences into knowledge production.
