Factionalized Fatshionistas: Dynamics Within Collectives of Stigmatized Consumers Engaged in Marketplace Change Efforts

Eileen Fischer, York University, Canada
Daiane Scaraboto, Pontificia Universidad Católica de Chile, Chile
Recent work has explored conditions under which collectives of stigmatized consumers may mobilize to confront marginalization in a marketplace. Our study examines the dynamics within collectives that may occur when its members seek marketplace changes. We identify three such dynamics that, together, threaten the continuity of the collective.
[ to cite ]:
Eileen Fischer and Daiane Scaraboto (2013) ,"Factionalized Fatshionistas: Dynamics Within Collectives of Stigmatized Consumers Engaged in Marketplace Change Efforts", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.