Document Type
Article
Publication Date
5-1-2008
Abstract
Qualitative research is proposed to study the derivation and effect of stigma in the marketing domain where it has been observed as an underexposed theoretical construct. The study seeks to build on previous research in the social domain by considering how product stigma derives and if it can be characterized similarly in the marketplace. The study is designed to discover, for example, if consumers, in their responses to product stigma, engage in the same stigma development processes that sociologists and psychologists have described operate in social situations. And we are motivated to shed light on how and to what extent consumer attitudes, fueled by beliefs about stigmatized products and the consequences of their use, influence marketplace behavior. The proposed research relies upon theoretical constructs related to social stigma, self and social identity and well-tested theories about determinants of behavior and attitude/behavior consistency. A consumer-focused examination of market domain attitudes is recommended to promote our understanding of buying and/or shunning behaviors relative to stigmatized products. A conceptual model is presented and a research design, based on the conduct of semi-structured interviews with a defined sample of consumers in the US Midwest is described.
Keywords
advertising
Rights
© The Author(s). Kelvin Smith Library provides access for non-commercial, personal, or research use only. All other use, including but not limited to commercial or scholarly reproductions, redistribution, publication or transmission, whether by electronic means or otherwise, without prior written permission is strictly prohibited.
Department/Center
Design & Innovation
Recommended Citation
Darwan, Al, "The Impact of Product Stigma on Consumer Behavior: The Effects of Self Concept and Attitudes" (2008). Student Scholarship. 455.
https://commons.case.edu/studentworks/455