Living With the Obesity Stigma: Perceptions of Being Obese From Three Cultures

One defining antecedent of marginalized consumer groups is their status as being stigmatized. Although much research has investigated the perceptions of onlookers of a stigmatized person or group, little research has been conducted regarding the stigmatized person themselves and what impact the stigma has on his or her behavior. Using qualitative methods, this paper investigates the way in which an understanding of the obesity stigma develops within the individual, the impact that the obesity stigma has on consumers’ perceptions of themselves and finally, their ability to internalize and act upon social marketing interventions.


Ekant Veer (2009) ,"Living With the Obesity Stigma: Perceptions of Being Obese From Three Cultures", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 348-354.


Ekant Veer, University of Bath, UK


NA - Advances in Consumer Research Volume 36 | 2009

Share Proceeding

Featured papers

See More


Just Let the “New Me” Do It: How Anticipated Temporal Landmarks Cause Procrastination

Minjung Koo, Sungkyunkwan University
Ke Michael Mai, National University of Singapore, Singapore
Hengchen Dai, University of California Los Angeles, USA
Eunyoung Camilla Song, University of Florida, USA

Read More


Consumers’ Trust in Algorithms

Noah Castelo, Columbia University, USA
Maarten Bos, Disney Research
Donald Lehmann, Columbia University, USA

Read More


Causes and Consequences of the Expense Prediction Bias

Chuck Howard, University of British Columbia, Canada
David Hardisty, University of British Columbia, Canada
Abigail Sussman, University of Chicago, USA
Melissa Knoll, Consumer Financial Protection Bureau

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.