Understanding Stigma and Coping Strategies ACRoss Resource and Literacy Barriers: a Cross-Cultural Comparison

Madhu Viswanathan, University of Illinois at Urbana-Champaign, USA
This presentation will take a cross-cultural journey toward understanding the nature of stigma in strikingly different marketplaces with distinctly different levels of poverty and low literacy. Low-literate, low-income consumers in the US will be compared with subsistence consumers and entrepreneurs in South India to generate insights on stigma and its management. The role of low income and low literacy in leading to distinctly different types of stigma will be explored.
[ to cite ]:
Madhu Viswanathan (2010) ,"Understanding Stigma and Coping Strategies ACRoss Resource and Literacy Barriers: a Cross-Cultural Comparison", 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 .