Self‐empowerment and consumption: Consumer remedies for prolonged stigmatization

Abstract

Purpose

To delineate the range of consumer responses to life‐conditions where sustained powerlessness is experienced. To provide a framework to understand the ways in which these consumers try to reclaim degrees of self‐empowerment and wellbeing.

Design/methodology/approach

Goffman's conceptualization of stigma is employed to study a heavy metal music enclave consisting of lower socioeconomic consumers, who exhibit a range of stigmatizing attributes.

Findings

A taxonomy of ten consumer remedies for their situation is developed. These include: resignation, confrontation, withdrawal, engagement, concealment, escapism, hedonic, spiritual, nostalgia, and creative. Each can potentially have negative or positive consequences. However, we found consumers often use a blend of these remedies as pathways to self‐empower.

Practical implications

Understanding the strengths and weaknesses of each of the remedies will potentially guide public policy makers in shaping programs better able to foster self‐empowerment among disadvantaged consumers.

Originality/value

The paper advances understanding of consumer response to sustained powerlessness as consequence of disadvantaged life conditions that are resistant to change.

Citation

Conrad Henry, P. and Caldwell, M. (2006), "Self‐empowerment and consumption: Consumer remedies for prolonged stigmatization", European Journal of Marketing, Vol. 40 No. 9/10, pp. 1031-1048. https://doi.org/10.1108/03090560610680998