Author ORCID Identifier
Semester
Summer
Date of Graduation
2026
Document Type
Dissertation
Degree Type
PhD
College
Chambers College of Business and Economics
Department
Marketing
Committee Chair
Paula Fitzgerald
Committee Co-Chair
Emily Tanner
Committee Member
Julian Givi
Committee Member
Matthew Sarkees
Abstract
Consumption is not always as simple as an exchange of value between a buyer and a seller. In many contexts, what individuals choose to consume or not consume can carry social meaning, leading to judgment and devaluation. While prior research has explored stigma broadly in marketing and consumer behavior, less attention has been given to stigma that caused specifically by consumption choices. This dissertation addresses this gap by examining how consumption becomes socially evaluated and judged across different contexts, with the goal of advancing both theoretical understanding and practical insights into socially sensitive consumption.
Essay One develops the foundation by conceptualizing and mapping the landscape of consumption stigma. Through a systematic literature review, this essay defines consumption stigma as the devaluation of individuals based on their use (or non-use) of products and services. The review synthesizes existing research by identifying key antecedents, responses, and outcomes of consumption stigma, and introduces a structured framework that integrates micro, meso, and macro perspectives. This essay also highlights critical gaps in the literature and outlines future research directions.
Essay Two builds on this foundation by examining a high-stakes, policy-relevant context: the consumption and distribution of Narcan, a life-saving drug used to reverse opioid overdoses. Despite its effectiveness, Narcan remains stigmatized, reflecting broader societal tensions on harm reduction. This essay highlights the concept of stigma halo, where multiple stigmas co-occur across stakeholders, including opioid users, Narcan holders, and government interventions. Using a multi-study approach, this research investigates how religiosity shapes stigma through the mediating roles of compassion and blaming, and examines interventions aimed to destigmatize.
Essay Three extends the investigation into an emerging domain: the consumption of generative artificial intelligence (GenAI) in student homework. Rather than focusing on stigma directly, this essay examines moral-wrongness judgments as a simplified form of social evaluation. It introduces a three-level spectrum of GenAI use, ranging from Full Learning to Full Completion, and compares how students and professors evaluate these behaviors. Drawing on role identity and self-rationalization theories, the findings reveal systematic differences in judgment across roles and levels of AI involvement.
Collectively, this dissertation hopefully advances the understanding of how consumption becomes socially evaluated across contexts. By integrating stigma theory, attribution processes, and moral judgment, it offers a unified perspective on the social consequences of consumption. The findings contribute to consumer behavior, marketing, and public policy research, while providing actionable insights for firms, educators, and policymakers in navigating socially sensitive and emerging consumption practices.
Recommended Citation
Suwanda, Siti Nuraisyah, "THE HIDDEN COSTS OF CONSUMPTION: A MULTI-CONTEXT INVESTIGATION ON STIGMA AND SOCIAL JUDGMENT" (2026). Graduate Theses, Dissertations, and Problem Reports (ETD). 13480.
https://researchrepository.wvu.edu/etd/13480