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Transgender and gender diverse (TGD) individuals who choose to begin a gender affirmation journey often find the experience challenging. This can be a highly stigmatized process, and TGD consumers must strategically interact with brands and products to successfully construct authentic identities. Therefore, the purpose of this study was to obtain a better understanding of the TGD individual’s identity transformation within the consumption context.

Interviews were conducted with 27 TGD individuals about their gender affirmation journeys. The process of in vivo coding and thematic coding were applied for inductive analysis. Through subsequent analysis, parities with concepts from stigma management theory and Alvesson’s (2010) self-identity metaphors were identified.

The results of this study illustrated seven themes of TGD consumption patterns in relation to the gender affirmation journey. Awakening marks the watershed realization of a TGD identity, a cessation of some consumption habits and an emergence of new ones. Exhibiting is a form of information control and often transpired with new clothing purchases. Shifting one’s name and pronouns on identification documents is a means of covering. Remaking typically involves the procurement of medical services such as hormonal prescriptions and/or surgical procedures. Disclosing to individuals in one’s reference groups is a method of assessing (and maintaining) the wise, the curious and the oblivious. Rebelling against the stereotypes of masculinity and femininity in media portrayals and leisure activities is a technique to express one’s eccentricity and quirkiness. Finally, releasing describes the potentially waning TGD label and a somewhat stabilizing pattern of consumption. A model of TGD consumers is presented, and key assertions are discussed.

The variety and complexity of consumer purchases associated with gender affirmation journeys were investigated, and it was revealed that many of these consumption choices aided in the TGD individual’s stigma management as well. The key assertions presented here progress the literature on gender affirmation journeys by predicting patterns of consumption.

The purpose of this paper is to examine how and with what reasons, divorced women respond to harassment they face at work, within a patriarchal culture of stigma and prejudice about divorced women. This inquiry will be performed by integrating stigma-management and identity-management research with research on responding to and coping with harassment.

Using qualitative research methodology, semi-structured, in-depth interviews were carried out with 12 divorced working women.

Findings of the study illuminate the manner in which stigma management interacts with harassment coping/respond mechanisms in dynamic ways, leading to complex response strategies for divorced women, which can be broadly identified as stigma-focused response strategies and harassment-focused response strategies. A strategy typology – consisting of seven major quadrants and nine major strategies therein – is thus provided, explaining how divorced women struggle to maintain their identity and manage stigma while coping with harassment.

The paper point towards the need for organisations to be mindful of the struggles of stigmatised individuals in coping and responding to harassment, and their distinct situations and experiences in developing and implementing interventions such as training, awareness creation and policies on harassment.

While research on reaction to harassment is abundant, how divorced women – as a stigmatised and marginalised group of individuals in society – cope with harassment at work is almost non-existent. The present study fills this gap by exploring harassment responses at the nexus of stigma and identity management.

This paper aims to describe the personal information and help networks of people with HIV/AIDS (PHAs) in rural Canada, and to present a research‐based model of how and why these networks developed. This model seeks to consider the roles of PHAs, their family members/friends and formal health systems in network formation.

In‐depth, semi‐structured interviews were conducted with 114 PHAs, their friends/family members (FFs) and formal caregivers in three rural regions of Canada. A network solicitation procedure elicited PHAs' HIV/AIDS information/help networks. Interviews were analyzed qualitatively, and network data were analyzed statistically. Documents describing health systems in each region were also analyzed. Analyses used social capital theory, supplemented by stress/coping and stigma management theories.

PHAs' HIV/AIDS‐related information/help networks emphasized linking and bonding social capital with minimal bridging social capital. This paper presents a model that explains how and why such networks developed. The model shows that networks grew from the actions of PHAs, their FFs and health systems. PHAs experienced considerable stress, which led them to develop information/help networks to cope with HIV/AIDS – both individually and collaboratively. Because of stigmatization, many PHAs disclosed their illness selectively, thus constraining the size and composition of their networks. Health system actors created network‐building opportunities for PHAs by providing them with care, referrals and support programs.

This study describes and explains an understudied type of information behavior: information/help network development at individual, group and institutional levels. As such, it illuminates the complex dynamics that made individual acts of interpersonal information acquisition and sharing possible.

The purpose of this paper is to study how two accounting professors at a German university dealt with their denazification, a process carried out by the Allied Forces following the Second World War to free German society from Nazi ideology. It is argued that the professors carried a stigma due to their affiliation with a university that had been aligned with the Nazi state apparatus.

The paper uses Goffman’s work on “Stigma” (1963/1986) and “Frame Analysis” (1974/1986) to explore how the professors aimed to dismiss any link with the Nazi regime. Primary sources from the university archives were accessed with a particular focus on the professors’ post-war justification accounts.

The paper shows how the professors created a particular frame, which they supported by downplaying frame breaks, primarily their Nazi party memberships. Instead, they were preoccupied with what Goffman (1974/1986) terms “the vulnerability of experience,” exploiting that their past behavior requires context and is thus open to interpretation. The professors themselves provide this guidance to readers, which is a strategy that we call “authoring” of past information.

The paper shows how “counter accounts” can be constructed by assigning roles and powers to characters therein and by providing context and interpreting behavior on behalf of the readers. It is suggested that this “authoring” of past information is successful only on the surface. A closer examination unveils ambiguity, making this strategy risky and fragile.

Dirty workers occupy jobs and perform tasks that are unpleasant and considered distasteful or “tainted” to other members of society. However, while they experience challenges in managing stigma, they are generally successful in creating positive self-identities. Among these dirty jobs is prostitution. As dirty workers, women sex workers in American history have been treated with humor, ridicule and derision. This study aims to explain the social contexts and the limited economic choices these women faced and examine how they may have managed their dirty work’s stigma to create positive self-identities.

This paper uses primary and secondary sources to examine a 53-year period of American history and to frame these women’s stigma management within a “dirty work” perspective.

The author suggests that sex workers in riskier roles (e.g. street walkers, crib workers or “upstairs girls” in saloons) would have been less able to effectively manage stigma and create positive self-identities as compared to brothels workers, due to the brothel’s strong social support, healthier work culture and richer resources.

While sex work has changed significantly in the past century, the principles of identity management in this difficult and dirty work remain. Understanding the economic, social and individual challenges faced by these dirty workers will aid our understanding of the difficulties confronted by today’s sex workers.

Sex work is nearly absent from scholarly management literature. The lack of historical perspective and knowledge in this field limits a full understanding of how various types of dirty workers manage stigma.

The purpose of this paper is to focus on low‐income families who are excluded from consumer culture. It explores their experiences and responses to material deprivation, social deprivation and stigmatization.

Given the need for identification and calculation of exclusion thresholds to be supplemented by the voice of the excluded themselves, the study is based on qualitative analysis of 30 in‐depth interviews with low‐income families who encounter consumption constraints in the marketplace.

While the harsh realities of consumer exclusion cannot be denied, findings also present a more positive outlook as excluded consumers can achieve empowerment through employment of stigma management strategies, creative consumer coping and rejection of the stigmatizing regime.

Research is based only on families with children under the age of 18; future research on older people and exclusion would prove a useful comparison.

The research raises a number of important policy issues in relation to social barriers to inclusion and the role of marketing in contributing to consumer exclusion.

Social policy studies surrounding social exclusion in terms of separation from mainstream society tend to focus on employment. This paper highlights that a social exclusion discourse can also provide a useful perspective to investigate exclusion in relation to consumerism.

This paper aims to examine the management strategies adopted by older people living with HIV/AIDS (PHAs) to conceal their positive status in healthcare settings, and their responses taken and means used to cope with the stigmatizing and exclusionary effects as a result of the disclosure of their status by/to healthcare workers.

Under the auspices of a local NGO in Hong Kong, a total of seven male older PHAs aged 55 or above from pre‐existing HIV/AIDS self‐help groups were recruited for two separate focus groups. A thematic approach was adopted for data analysis and specific themes identification.

An analysis of the data revealed that older PHAs did exercise their own agency in preventing against and managing stigma in their access to and use of health care services. Two more specific themes around “sign of disapproval” and “discriminatory practice” as barriers to access were also identified.

Because of the small sample size, the pattern of stigmatization experiences and coping strategies cannot claim to be representative of the complete picture of the stigma associated with HIV/AIDS.

This is the first exploratory study of the stigmatization and devaluation suffered by older PHAs in healthcare settings in the context of Hong Kong. It also explored in details the pros and cons of the stigma management strategies employed by this vulnerable group of patients. The implications for practice both on the side of healthcare workers and policy makers and that of PHAs were discussed.

The purpose of this paper is to examine restaurant employees’ engagement in identity work to manage occupational stigma consciousness.

Research methods included ethnographic fieldwork and in-depth interviews.

Widespread societal stigma attached to food service work disturbed participants’ sense of coherence. Therefore, they undertook harmonizing their present and envisioned selves with “forever talk,” a form of identity work whereby people discursively construct desired, favorable and positive identities and self-concepts by discussing what they view themselves engaged and not engaged in forever. Participants employed three forever talk strategies: conceptualizing work durations, framing legitimate careers and managing feelings about employment. Consequently, their talk simultaneously resisted and reproduced restaurant work stigmatization. Findings elucidated occupational stigma consciousness, ambivalence about jobs considered “bad,” “dirty” and “not real,” discursive tools for negotiating laudable identities, and costs of equivocal work appraisals.

This study provides a valuable conceptual and theoretical contribution by developing a more comprehensive understanding of occupational stigma consciousness. Moreover, an identity work framework helps explain how and why people shape identities congruent with and supportive of self-concepts. Forever talk operates as a temporal “protect and preserve” reconciliation tool whereby people are able to construct positive self-concepts while holding marginalized, stereotyped and stigmatized jobs. This paper offers a unique empirical case of the ways in which people talk about possible future selves when their employment runs counter to professions normatively evaluated as esteemed and lifelong. Notably, research findings are germane for analyzing any identities (work and non-work related) that pose incoherence between extant and desired selves.

The purpose of this paper is to develop and validate the first instrument to measure the source of customers’ stigmatization of employees with hepatitis C virus (HCV) in Egypt.

The development and validation processes unfolded as follows: an item pool was generated from focus groups and previous studies on stigma; the initial instrument was evaluated by three experts and pilot-tested; the instrument was used to collect data from 500 Egyptian consumers to determine its dimensionality; to test this structure, confirmatory factor analysis was conducted on a new sample of 300 Egyptian consumers.

Exploratory factor analysis showed that the instrument captures three factors: devaluation, avoidance and pity. Results confirmed that customers’ stigmatization of employees with HCV is a multidimensional construct that is manifested in these three dimensions.

Despite the importance of disease stigma, management scholars have not given it sufficient attention. This paper offers new insights into the study of a particular type of workplace discrimination and ways of measuring it.

This study aims to explore stigma in payday borrowing by investigating how the stigma associated with using such a service may spill over and affect other people, entities and relationships beyond the user within a service ecosystem.

In-depth interviews exploring consumers’ lived experiences and stigma were combined with publicly available reports from key stakeholders within the payday loan (PDL) industry to create a qualitative, text-based data set. The transcripts and reports were then analysed following thematic protocols.

Analysis reveals that the stigma associated with using a stigmatised service spills over, affecting not only the borrower but other actors within the service ecosystem. The analysis uncovers three important interactions that spilled over between the actors within the stigmatised service ecosystem (SSE), which can be damaging, enabling or concealed.

This study introduces and explores the concept of “SSEs” and investigates the impact of stigma beyond the dyadic relationships between service providers and users to consider the actors within the wider ecosystem. The findings reframe existing understandings about stigma, as this study finds that stigmatised services can play both a positive (enabling) and a negative (damaging) role within an ecosystem, and this study uncovers the role of stigma concealments and how they can affect relationships and value co-creation among different actors.

This study provides evidence for more robust policies for addressing stigma in different SSEs by mapping the effects of stigma spillover and its effects on the borrower and other actors.

This study contributes to reframing marketing priorities by extending existing work on consumer stigma by showing how the stigma of a PDL may spill over and affect other actors within a service ecosystem. Significantly, the interactions between the actors may have positive as well as negative outcomes.