PurposeThe purpose of this work is to identify the components of authentic communication with LGBTQ publics and to examine if there is a difference in what constitutes authentic communication for LGBTQ publics compared to other publics.Design/methodology/approachWe conducted in-depth interviews with professionals who both identify as LGBTQ and are instrumental in developing content targeted to this public.FindingsAuthenticity is synonymous regardless of the target public; however, differences emerge in the manifestation of authenticity with historically marginalized groups, like LGBTQ publics.Practical implicationsPractitioners working with historically marginalized communities need to make sure they are walking the walk, not just talking the talk.Social implicationsAuthentic communication arises from an organization's broader holistic commitments to diversity, equity and inclusion.Originality/valueThe insights derived by our participants are unique, as they are perspectives traditionally “written out” of research.
This study examines the negative self-conscious emotions of guilt, shame and embarrassment in consumption experiences. Recently, there has been a call from marketing scholars to examine specific emotions rather than general affective states. This work answers this call by identifying antecedents and consequences for each negative self-conscious emotion. Findings are based on literature grounded in social psychology as well as findings from ten in-depth interviews. Specifically, the authors uncovered three antecedent themes: norm violations, social judgment and social stigma. In addition, six coping themes emerged as ways consumers dealt with negative self-conscious emotions: avoidance, mental escape, physical escape, positive reinterpretation, planful problem solving and acceptance. This work offers rich contributions for theory and practice. Theoretically, this work contributes by identifying a unique set of antecedents and coping mechanisms for each negative selfconscious emotion. This work also offers managerial implications; by understanding how each negative self-conscious emotion functions within a consumption context marketing managers will be better able to tailor their offerings to meet consumer needs.References available upon request.426
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