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Article Dans Une Revue Journal of Marketing Management Année : 2018

Obesity: the link between stigma and perceived responsibility

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Résumé

This study explores the link between stigma and perceived responsibility in the context of obesity, through the lens of attribution theory. The life narratives of three obese individuals and the verbalisations from semi-structured interviews with 60 young people (as potential stigmatisers) were collected to compare viewpoints about the perceived responsibility for carrying the stigma. First, in addition to internal and external responsibilities, the in-between case of luck appears as an alternative for both targets and potential stigmatisers. Second, the viewpoints diverge most regarding coping strategies: obese people are perceived as implementing disengagement strategies, whereas they themselves declare engagement strategies. Third, the targets reported a lived market stigma that is imperceptible to the observer’s eye. We conclude by discussing cultural factors like the femininity/masculinity dimension.
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Dates et versions

hal-01984645 , version 1 (17-01-2019)

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Angélique Rodhain, Andréa Gourmelen. Obesity: the link between stigma and perceived responsibility. Journal of Marketing Management, 2018, 34 (15-16), pp.1418-1439. ⟨10.1080/0267257X.2018.1550105⟩. ⟨hal-01984645⟩
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