Together We Stand, Divided We Fall: Categorization and the Process of Legitimation

Online gambling as a consumption practice has been grouped with privatized casinos, while the lottery has been grouped with state-run institutions. Through an analysis of archival data, we evaluate the grouping of various gambling practices in order to better understand how categorization influences legitimization.


Ashlee Humphreys and Kathryn LaTour (2011) ,"Together We Stand, Divided We Fall: Categorization and the Process of Legitimation", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 175-176.


Ashlee Humphreys, Northwestern University, USA
Kathryn LaTour, University of Nevada, Las Vegas, USA


NA - Advances in Consumer Research Volume 39 | 2011

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