This work investigates how low-income students handle prejudices in a university elite environment. To that end, it adopts two standpoints. First, it supports the perspective of the service encounter as an underlying concept for the role of students as consumers. Second, it introduces the concept of microaggressions (SUE et al, 2010) to the academic scene of service s marketing. This study also acknowledges the socioeconomic and cultural differences of students as the primary cause of the aggressions. Because of this, the study has a particular concern with how students deal with prejudice. Accordingly, it focuses on the coping strategies students adopt in the face of discrimination. This study results from several interviews with undergraduate students to identify the difficulties of integration and adaptation. The findings indicate that aggressions occur in a subtle, veiled and indirect way. In many cases, even the perpetrator is unaware of the discrimination action. Finally, the work presents a classification of microaggressions following the model of Sue et al. (2010). This model addresses two central issues. The first is the level of awareness of who does the action, be it teacher, student or employee. The other is the degree of damage caused to the consumers. Equally important is to add here the concerns with isolation and exclusion. All these questions require proper managerial attention.