营销和消费者研究中的污名化问题:文献综述与研究议程

IF 4.4 3区 管理学 Q2 BUSINESS Journal of Consumer Behaviour Pub Date : 2024-03-09 DOI:10.1002/cb.2321
Rodolfo Rodrigues Rocha, Andres Rodriguez Veloso
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引用次数: 0

摘要

成见是社会交往中出现的一种抹黑属性,在不同的环境中发挥着不同的作用。多个领域(如社会学和心理学)都特别关注这一现象,因为它对人们的生活产生了重大影响。尽管市场营销和消费者行为学领域对成见的特殊性有一定的兴趣,但研究这一概念的文献仍很零散。本系统性文献综述通过分析实证研究中直接涉及成见的 82 篇文章,探讨了市场营销和消费者行为研究中的成见概念。本研究的贡献在于(1)综述了市场营销和消费者研究中有关成见的文献,介绍了这一领域的最新研究成果;(2)我们的两步主题分析结合使用社会心理学的综合模型对样本进行了描述性评估,并从市场中成见的动态性质以及成见化和去成见化过程的角度对文章进行了研究;(3)提出了未来的研究议程,建议市场营销和消费者行为研究人员探索值得研究的途径,以促进对市场成见的了解。我们发现,在市场营销和消费者行为文献中,成见是一个适用于各种理论、语境和方法的主题。
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Stigma in marketing and consumer research: A literature review and research agenda

Stigma is a discrediting attribute that emerges in social interactions, playing different roles in different contexts. Several fields (e.g., sociology and psychology) have dedicated special attention to this phenomenon as it significantly impacts people's lives. Although there is some interest in the idiosyncrasies of stigma in marketing and consumer behavior, the literature investigating such a concept is still fragmented. This systematic literature review addresses the stigma concept in marketing and consumer behavior studies by analyzing 82 articles directly approaching stigma in empirical studies. As to the contributions of our study: (1) it synthesizes the literature on stigma in marketing and consumer research, presenting the state-of-the-art in this domain; (2) our two-step thematic analyses combine a descriptive assessment of our sample by using consolidated models from socio-psychology and an examination of the articles from the perspective of the dynamic nature of stigma in the marketplace and the processes of stigmatization and destigmatization; (3) it put forward a future research agenda suggesting research avenues worth exploring by marketing and consumer behavior researchers to advance knowledge on marketplace stigma. We found that stigma is a topic that fits in a wide range of theories, contexts, and methods in marketing and consumer behavior literature.

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来源期刊
CiteScore
7.30
自引率
11.60%
发文量
99
期刊介绍: The Journal of Consumer Behaviour aims to promote the understanding of consumer behaviour, consumer research and consumption through the publication of double-blind peer-reviewed, top quality theoretical and empirical research. An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.
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