Rachel Royal

Rachel has 25 years experience in insights-driven roles across marketing, product, and insights teams. Today she brings real-world experience and relentless enthusiasm to Washtenaw Community College and Plymouth High School classrooms.

Ph.D Research Methodology & Racial Inequality, Michigan State University

M.A. Research Methodology, University of Oklahoma

B.S. Marketing, Indiana University Kelley School of Business

A.S. Marketing, Washtenaw Community College

A.S. Business Management, Washtenaw Community College

A.S. General Studies, Washtenaw Community College

Certificate of Sales, Washtenaw Community College

2021. Structural Influence on Biracial Identification. Lexington Books, New York.

2016. “Structural Determinants of Biracial Identification.” Dissertation, Michigan State University.

2011. “More Cost per Drop: Water Rates, Structural Inequality, and Race in the United States – the Case of Michigan.” Environmental Practice 13(4).

2008. “Guess Who’s Coming to Dinner: Structural Determinants of Black-White Biracial Identification in the 2000 Census.” Master’s Thesis, University of Oklahoma.

Since pursuing a graduate education and research focused on racial measurement and differences in access and affordability, my research in the marketing industry has focused on racial differences in new product adoption, purchase processes, and loyalty. Results from my research continue to be used in practice to influence product offers and incentives in direct marketing across B2C, B2B, and B2B2C platforms.

I am continuing to develop a focus on racial differences in consumption patterns for discretionary goods and how they persist even in economically uncertain times. Future research interests also include the antithesis to discretionary spending known as ‘underconsumption core’. Together these substantive areas have strong implications for the future of the marketing discipline.