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14 - The Psychology of Consumer Dignity

from 2 - Consumer Psychology of Groups and Society

Published online by Cambridge University Press:  30 March 2023

By
Tom Wein ,
Sakshi Ghai ,
Cait Lamberton  and
Neela A. Saldanha
Edited by
Cait Lamberton ,
Derek D. Rucker  and
Stephen A. Spiller
Cait Lamberton
Affiliation:
Wharton School, University of Pennsylvania
Derek D. Rucker
Affiliation:
Kellogg School, Northwestern University, Illinois
Stephen A. Spiller
Affiliation:
Anderson School, University of California, Los Angeles
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Summary

This chapter situates the distinctive nature of dignity within the marketplace and offers tractable ways for scholars to integrate it in consumer research. We first shed light on the theoretical and practical power of dignity as grounded in psychology, examining it on different levels: intrapersonal, interpersonal, and cultural. We then begin to conceptualize the construct of consumer dignity and propose three specific levers by which it may be affirmed or denied: recognition, agency, and equality. Finally, we present emerging evidence to illustrate the operation of these levers and discuss how consumer dignity might be applied to build inclusive firms, organizations, and societies.

Keywords

consumer dignitymarketplace dignityagencyrepresentationequalityhuman rightshumiliationconsumer stigmatization
Type
Chapter
Information
The Cambridge Handbook of Consumer Psychology , pp. 387 - 415
Publisher: Cambridge University Press
Print publication year: 2023

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