Rejected, Shackled, and Alone

shackles How do minority consumers feel in the financial services marketplace?  "Rejected, Shackled, and Alone."

That is the title of a recent paper published by the Journal of Consumer Research. The authors used multiple methods, including ZMET, to understand how minorities feel when trying to obtain business loans. Moreover, when minority entrepreneurs are rejected, they take a harder emotional hit.

The full JCR article is available for download here.