Social stigma and consumer behavior

Chethana Achar

Chapter 13 in Handbook of Social Psychology and Consumer Behavior, 2026, pp 174-189 from Edward Elgar Publishing

Abstract: This chapter examines the concept of social stigma and how it shapes consumer behavior. It defines stigma as a societal-level phenomenon that diminishes people's status and access to resources based on characteristics deemed undesirable. The chapter reviews stigma's antecedents and its role in collective well-being and power maintenance, examining how it operates at the public, associative, and individual levels. A consumption-focused perspective is provided, highlighting the intersection of social stigma with consumers’ identities, social judgments, and emotional responses. The chapter concludes with directions for future research, focusing on how brands and consumers navigate the marketplace in the context of social media, activism, and an evolving marketplace.

Keywords: Stigma; Social stigma; Collective well-being; Intersectional research; Social judgments; Activism (search for similar items in EconPapers)
Date: 2026
ISBN: 9781035327591
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