| Autor: |
Nau, Jean-Philippe, Derbaix, Christian, Thevenot, Géraldine |
| Předmět: |
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| Zdroj: |
Recherche et Applications en Marketing (English Edition) (Sage Publications Inc.); Dec2016, Vol. 31 Issue 4, p47-64, 18p |
| Abstrakt: |
This research aims at understanding the role of market offers constructing a stigmatised identity for consumers with disabilities; it further underlines the conditions under which these consumers may manage this stigma effectively. After a literature review focused on stigmatised identity construction through a symbolic interactionist perspective, the authors describe a qualitative study carried out with motor-disabled consumers. The results illustrate how both standard offers and those specially designed for the motor disabled lead to a dead end that contributes to stigmata construction. They also point out how these consumers manage to develop other identities. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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