Obesity: the link between stigma and perceived responsibility

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 coll...

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Bibliographic Details
Published in:	Journal of marketing management 2018-10, Vol.34 (15-16), p.1418-1439
Main Authors:	Rodhain, Angelique, Gourmelen, Andrea
Format:	Article
Language:	eng
Subjects:	Attribution theory Business administration Chance Coping strategies Cultural factors Disengagement Femininity Humanities and Social Sciences life narrative Masculinity Narratives Obesity Perceived responsibility responsibility Stigma stigmatisation Youth
Online Access:	Get full text
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Summary:	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.
ISSN:	0267-257X 1472-1376