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A deviant art : tattoo-related stigma in an era of commodification.

Larsen, G. and Patterson, M. and Markham, L. (2014) 'A deviant art : tattoo-related stigma in an era of commodification.', Psychology and marketing., 31 (8). pp. 670-681.


In Western society, tattoos have historically signified deviance and those who were tattooed were often stigmatized as a result. Extant research examines the nature of stigma and identifies a number of stigma management strategies adopted by people with tattoos. However, this research was conducted at a time when tattoo art was largely confined to particular groups and members of society. In recent years tattooing has transformed dramatically, such that the practice has become commodified and embedded in everyday production and consumption practices. Consequently, our study examines the changing nature of tattoo-related stigma, and the subsequent impact this has had on the strategies employed by consumers to manage this stigma. Emerging stigma management strategies are identified and discussed within the context of an emergent stigma, the “stigma of the commodity.”

Item Type:Article
Full text:(AM) Accepted Manuscript
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Publisher statement:This is the peer reviewed version of the following article: Larsen, G., Patterson, M. and Markham, L. (2014), A Deviant Art: Tattoo-Related Stigma in an Era of Commodification. Psychol. Mark., 31 (8): 670–681, which has been published in final form at This article may be used for non-commercial purposes in accordance With Wiley Terms and Conditions for self-archiving.
Date accepted:No date available
Date deposited:18 July 2014
Date of first online publication:09 July 2014
Date first made open access:09 July 2016

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