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

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