Pursuing Marriage Equality in the Marketplace: Stigmatized Consumers’ Responses to Mainstream Marketplace Access

Sunaina Velagaleti, University of Wisconsin - Madison, USA
Amber Epp, University of Wisconsin - Madison, USA
We explore how stigmatized consumers respond to greater mainstream marketplace access. Within the context of same-sex couples’ pursuit of marriage, this ethnographic investigation reveals the diversity in responses to newfound access. It further examines how heterogeneity within stigmatized groups may generate unique positional (dis)advantages that contribute to this variation.
[ to cite ]:
Sunaina Velagaleti and Amber Epp (2015) ,"Pursuing Marriage Equality in the Marketplace: Stigmatized Consumers’ Responses to Mainstream Marketplace Access", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 254-259.