De lo explícito a lo sutil: ¿hay discriminación percibida por el consumidor LGBTI+ en Brasil?
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Resumen
Esta investigación tuvo como objetivo analizar la discriminación percibida por los consumidores LGBTI+ en Brasil y los resultados emocionales del proceso discriminatorio. Se investiga el tema utilizando la métrica discriminación percibida por el cliente de Klinner y Walsh (2013), que aborda la relación entre diferentes tipos de discriminación ‒explícita, a nivel de servicio y sutil‒ y los resultados emocionales de frustración e impotencia. Se caracteriza por ser un estudio cuantitativo con una encuesta en línea, con una muestra de 210 participantes brasileños, en su mayoría residentes de la región sur del país. Los datos se analizaron mediante el modelado de ecuaciones estructurales e indican que la discriminación sutil es la más observada mientras que la discriminación explícita y sutil es predictora de frustración e impotencia. A su vez, el constructo con mayor intensidad de discriminación percibida se incluye en la dimensión de discriminación en la atención, con actitudes de desprecio al identificarse como LGBTI+. En términos teóricos, dilucida la intersección entre la diversidad sexual y la discriminación en el consumo. En términos sociales, aporta evidencias que pueden utilizarse como recursos para el desarrollo de acciones y campañas dirigidas a prevenir y combatir la violencia y la discriminación contra las personas LGBTI+. Desde el punto de vista de la gestión, incentiva a los especialistas en marketing a percibir la importancia y las experiencias de estos consumidores, además de ayudar a gestionar la inclusión, la igualdad y la diversidad.
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