Stigma in marketing and consumer research: A literature review and research agenda
Rodolfo Rodrigues Rocha,
Andres Rodriguez Veloso
Abstract:Stigma is a discrediting attribute that emerges in social interactions, playing different roles in different contexts. Several fields (e.g., sociology and psychology) have dedicated special attention to this phenomenon as it significantly impacts people's lives. Although there is some interest in the idiosyncrasies of stigma in marketing and consumer behavior, the literature investigating such a concept is still fragmented. This systematic literature review addresses the stigma concept in marketing and consume… Show more
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