The Voices of Trailer Park Residents: Towards a Multidimensional Understanding of Stigma

Bige Saatcioglu, HEC Paris, France
Julie Ozanne , Virginia Tech, USA
Since Goffman’s (1963) seminal work on stigma theory, a profusion of research has explored the sources and consequences of stigmatization. However, much consumer research on stigma focuses on stigma management strategies from a psychological perspective investigating micro-level interactions within the marketplace. Fewer studies explore the deeply embedded socio-cultural stigmas that co-exist in particular contexts. Taking an ethnographic approach in a mobile home park, we investigate different co-existing forms of stigmatizations experienced by the poor and explore a wide range of stigma management strategies they employ as they socially construct the meaning of poverty.
[ to cite ]:
Bige Saatcioglu and Julie Ozanne (2010) ,"The Voices of Trailer Park Residents: Towards a Multidimensional Understanding of Stigma", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 28-31 .