Counter-Stigma and Achievement of Happiness Through the Freegan Ideology

Hieu Nguyen, California State University, Long Beach, USA
Steven Chen, California State Fullerton, USA
Sayantani Mukherjee, California State University, Long Beach, USA
The purpose of this study is to introduce a theory of “counter-stigma,” in which anti-consumption ideology is leveraged to invert a stigmatized practice into a heroic morality play, while simultaneously redirecting stigma onto the mainstream other. This re-framing of stigma results in positive psychological outcomes such as happiness.
[ to cite ]:
Hieu Nguyen, Steven Chen, and Sayantani Mukherjee (2011) ,"Counter-Stigma and Achievement of Happiness Through the Freegan Ideology", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.