Understanding stigma: a communal perspective for overweight consumers

Diplôme Thèse Understanding stigma: a communal perspective for overweight consumers eng 2016-11-04 author Sayarh Lebbar Nada 661723 director Bergadaà Michelle 118106 10.13097/archive-ouverte/unige:98022 urn:nbn:ch:unige-980222 GSEM 37 This work provides a deeper understanding of how overweight stigma operates in a collective context. I investigate a French online community of overweight women. First, I identify the elements that contribute to experiencing the stigma of overweight and how they interact with consumption. Then, I look at the role of the community for consumers that have distanced themselves from the market. I explain how joining a community of similar others can change consumer coping from avoidance to approach. Finally, I discuss how communities contribute to approaching the market. I identify the communal practices that operate this change. I also identify how these practices are able to reverse the stigma process. In summary, this dissertation explores how an online community can have destigmatisation effects. It sheds light on a new role of the community and how it supports the market and improves consumer well-being. Stigma Consumption Netnography Online Communities Communities Dewey 650 115 Institute of Management S3 false d36aa778-0090-49e5-9055-258e779a0414 Thesis Public Dissertation.pdf 2201426 application/pdf Private 2018-04-03 fa2a35a41b24d45f4ba7c6ccfa080eea2a038a4c3f2b2aec222f1e3e4e194145 openAccess Faculté d'économie et de management / Institute of Management

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Understanding stigma: a communal perspective for overweight consumers				2016	703	670

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Sayarh Lebbar, Nada