Stigmatization of a Cultural Ritual
This research examines the stigmatization of a popular cultural ritual in Norway. Using the theory of the “stigma turbine,” we identify the stigmatizing actions enacted by stakeholders of the ritual. We also explore how the “dark side” of rituals shapes the actions of the participants of the ritual.
Ingeborg Astrid Kleppe, Natalia Maehle, and Cele Otnes (2018) ,"Stigmatization of a Cultural Ritual", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 231-236.
Ingeborg Astrid Kleppe, Norwegian School of Economics and Business Administration, Norway
Natalia Maehle, Western Norway University of Applied Sciences
Cele Otnes, University of Illinois at Urbana-Champaign, USA
NA - Advances in Consumer Research Volume 46 | 2018
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