White Americans are largely unaware of their privileged status in the marketplace. Most of the time, white consumers can run errands, shop, dine out, and take in a show with the expectation of at least minimally appropriate service in the establishments where they spend their money. However, African- American consumers' patronage and money are somehow regarded as less valuable than that of the white consumer. In fact, "shopping while black" involves some of the same risks associated with the better-known phenomenon of "driving while black." Shoppers of color are viewed with suspicion and,