fbpx
Skip to Content Skip to Footer

Social Identity Devaluation: The Consumption of Stigma Inducing Products

Presented by: Corky Mitchell, Texas Tech University

This research explores stigma related to consumption activities and the effects this stigma has on consumers’ social identities. Stigmatized-identity cues have focused on stigmatized groups (e.g., racial minorities, women, LGBT+, disabled). Here stigmatized-identity cues are expanded to include threat and safety cues relevant to consumption activities. Interviews of consumers of recreational cannabis are used to explore what threat and safety cues exist for this product and how these influence the consumers’ social identities and subsequent behavior. Data reveals the existence of stigmatized-identity threat and safety cues for consumers exist in this context. Consumes’ self and reflected appraisals of their social identity tied to cannabis use informed their subsequent behaviors of hiding product use and not sharing about recreational cannabis through word of mouth.

Attached Media
Viewing 2 posts - 1 through 2 (of 2 total)
  • Author
    Posts
  • #60142
    Monica Gerhardt

    Please provide feedback on Social Identity Devaluation: The Consumption of Stigma Inducing Products

    #60280
    Rajeev Kumra

    Hi Corky

    It is an interesting topic. I think it has a cultural dimension as well. What products are stigma and what is socially acceptable
    You may like to consider this aspect

    Regards

    Rajeev

Viewing 2 posts - 1 through 2 (of 2 total)
  • You must be logged in to reply to this topic.
Login