The Stigma Turbine: A Theoretical Framework for Conceptualizing and Contextualizing Marketplace Stigma
Journal
Journal of public policy & marketing : JPP&M
ISSN
0743-9156
ISSN-Digital
1547-7207
Type
journal article
Date Issued
2016-11-18
Author(s)
Abstract
Stigmas, or discredited personal attributes, emanate from social perceptions of physical characteristics, aspects of character, and “tribal” associations (e.g., race; Goffman 1963). Extant research has emphasized the perspective of the stigma target, with some scholars exploring how social institutions shape stigma. Yet the ways stakeholders within the sociocommercial sphere create, perpetuate, or resist stigma remain overlooked. The authors introduce and define marketplace stigma as the labeling, stereotyping, and devaluation by and of commercial stakeholders (consumers, companies and their employees, stockholders, and institutions) and their offerings (products, services, and experiences). The authors offer the Stigma Turbine as a unifying conceptual framework that locates marketplace stigma within the broader sociocultural context and illuminates its relationship to forces that exacerbate or blunt stigma. In unpacking the Stigma Turbine, the authors reveal the critical role that market stakeholders can play in (de)stigmatization, explore implications for marketing practice and public policy, and offer a research agenda to further understanding of marketplace stigma and stakeholder welfare.
Keywords: stigma, discrimination, marketplace, stereotype, intersectionality
Keywords: stigma, discrimination, marketplace, stereotype, intersectionality
Language
English
HSG Classification
contribution to scientific community
Publisher
American Marketing Assoc.
Publisher place
Ann Arbor
Volume
35
Number
2
Start page
170
End page
184
Subject(s)
Eprints ID
250335
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2016 The Stigma Turbine, A Theoretical Framework for Conceptualizing and Contextualizing Marketplace Stigma.pdf
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893.33 KB
Format
Adobe PDF
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