The Moral Nature of Stigmatization: Mitigating the Negative Effects of Stigma on Helping

The present research addresses the significant and persistent problem of how to increase support for the stigmatized. We provide theoretical insights into the moral nature of stigmatization and demonstrate in four studies how a single virtuous act can overcome the stigma of homelessness, mental illness, a criminal record, or alcoholism.


Katherine C. Lafreniere and Robert J. Fisher (2017) ,"The Moral Nature of Stigmatization: Mitigating the Negative Effects of Stigma on Helping", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 729-730.


Katherine C. Lafreniere, University of Alberta, Canada
Robert J. Fisher, University of Alberta, Canada


NA - Advances in Consumer Research Volume 45 | 2017

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