9-F: Destigmatizing the Overweight Consumers: a Communal Perspective

While stigma is socially detrimental, consumer researchers have little to say about how it relates to consumption. Also, this concept has been mainly investigated from an individual perspective. In this paper, we indicate how consumption communities have the potential to transform the stigmatized, reduce their stigma and improve their well-being.


Nada Sayarh (2017) ,"9-F: Destigmatizing the Overweight Consumers: a Communal Perspective", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1057-1057.


Nada Sayarh, University of Geneva, Switzerland


NA - Advances in Consumer Research Volume 45 | 2017

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