Together We Stand, Divided We Fall: Categorization and the Process of Legitimation

Ashlee Humphreys, Northwestern University, USA
Kathryn LaTour, University of Nevada, Las Vegas, USA
Online gambling as a consumption practice has been grouped with privatized casinos, while the lottery has been grouped with state-run institutions. Through an analysis of archival data, we evaluate the grouping of various gambling practices in order to better understand how categorization influences legitimization.
[ to cite ]:
Ashlee Humphreys and Kathryn LaTour (2011) ,"Together We Stand, Divided We Fall: Categorization and the Process of Legitimation", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 175-176.