Consumers’ navigation of risk perceptions in the adoption of stigmatized products

Stigma influences consumption decisions and experiences, and consumer research has given significant attention to stigmatized identities and the resulting differential treatment in the marketplace for consumers who bear the stigmatized identities. However, less attention has been devoted to consumer...

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Bibliographic Details
Published in:Journal of business research 2021-08, Vol.132, p.340-353
Main Authors: Ndichu, Edna G., Rittenburg, Terri L.
Format: Article
Language:English
Subjects:
Business schools
Developing countries
Developing economies
Innovations
Marketing research
Risk perceptions
Stigma
Stigmatized products
Women’s health
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Summary:Stigma influences consumption decisions and experiences, and consumer research has given significant attention to stigmatized identities and the resulting differential treatment in the marketplace for consumers who bear the stigmatized identities. However, less attention has been devoted to consumer experiences in the adoption of stigmatized products. In this research, a qualitative investigation is utilized in a developing country context to examine consumers’ experiences in the adoption of the menstrual cup, a new women’s health product that is associated with stigma-related risk perceptions. Analysis of interview data from women in Kenya who have different levels of experiences with the product reveals the stigma-related risk perceptions that emerge, and how stigma-concealing aspects of the product and consumers’ intimate sharing in social support reduce stigma-related risk perceptions. Theoretical and practical contributions to risk perceptions in new product adoption and attenuation of risk perceptions in stigmatized product adoption are offered.
ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2021.03.057