Market offers and the construction of a stigmatised identity: Insights from the case of motor-disabled persons

Abstract

This research aims at understanding the role of market offers constructing a stigmatised identity for consumers with disabilities; it further underlines the conditions under which these consumers may manage this stigma effectively. After a literature review focused on stigmatised identity construction through a symbolic interactionist perspective, the authors describe a qualitative study carried out with motor-disabled consumers. The results illustrate how both standard offers and those specially designed for the motor disabled lead to a dead end that contributes to stigmata construction. They also point out how these consumers manage to develop other identities.

Disability and consumption: A state of the art

“…This quest for normality can indeed be considered illusory, as the consumer with a disability cannot entirely avoid being stigmatised. Nau et al (2016) highlight how the offer of standard and adapted products and services are both sources of stigma by either making the handicap evident or reinforcing the notion of separate identities. It is rather a question of understanding how the consumer with a disability can use his or her resources and competencies to be seen in other terms than his or her disability (Nau et al, 2016) or considering how these consumers can live a ‘happy’ life outside of these predominant norms (Kittay, 2015).…”

“…These included giving them an opportunity to voice their opinions, insofar that they had not always been in a position to be heard (Small et al, 2012), ensuring that the interpretation of data was not biased through the opinions and feelings of able-bodied people (Baker, 2006; Baker et al, 2001; Mason and Pavia, 2006) and enabling the participants to speak in greater detail about their personal experiences (Falchetti et al, 2016). Here, researchers underline the importance of developing quality relationships based on trust (Mason and Pavia, 2006; Nau et al, 2016). This may explain the use of the existential-phenomenological approach (Baker, 2006; Beudaert et al, 2016; Falchetti et al, 2016) in which the study concentrates on personal experience expressed in a narrative form (Thompson et al, 1989).…”

“…The competent consumer therefore combines knowledge, know-how, ability to act and social competencies, which are all necessary to give a sense to the information and make a sound judgement. For example, Nau et al (2016) reveal how numerous consumers resort to making their own equipment, either alone or with the help of third parties, to compensate for the lack of appropriate products on the market. Future studies could investigate how consumers with disabilities define their competencies.…”

Using performative knowledge production to explore marketplace exclusion

“…Liaising marketing, good life, cultural, and Islamic may be a dangerous liaison articulating an important discursive function related to the production of profits, ideology, power, and identity, besides giving an active cultural voice to Muslim consumers. (Süerdem, 2013, p. 486) Finally, the body itself is often the site for discrimination whether along the lines of sexuality (Kates, 1999;Walters and Moore, 2002), body image (Scaraboto and Fischer, 2013) or disability (Kaufman-Scarborough, 2000;Goodrich and Ramsey, 2012;Pavia and Mason, 2012;Nau et al, 2016). These studies highlight, in some cases, the physical exclusion of consumers from the marketplace through poor retail design and failure to interpret policy adequately.…”

“…Finally, the body itself is often the site for discrimination whether along the lines of sexuality (Kates, 1999; Walters and Moore, 2002), body image (Scaraboto and Fischer, 2013) or disability (Kaufman-Scarborough, 2000; Goodrich and Ramsey, 2012; Pavia and Mason, 2012; Nau et al , 2016). These studies highlight, in some cases, the physical exclusion of consumers from the marketplace through poor retail design and failure to interpret policy adequately.…”