Courtesy Stigma Management: Social Identity Work among China’s “Leftover Women”

Abstract Prior consumer research has tended to focus on identity-related stigma management of individuals toward their own stigma. However, little is known about the consumption-related identity work that stigmatized undertake discharge courtesy attached close associates such as family members. Courtesy refers discredit directed people who are closely associated with a individual or group. Drawing interview, ethnographic, and netnographic data China’s ‘Leftover Women,’ our analyzes personal and, more centrally, social related consumption counternarratives these women construct—through combinations specific kinds gift-giving practices—to counteract Counternarratives resistance stories tell live either implicitly explicitly challenge dominant cultural narrative. The findings investigation help build an enhanced understanding how act consumers in market via digital channels tackle challenges have not been explored extant studies work.