情感话语和病态污名在消费行为去合法化中的作用（摘要）

本文以制度理论和话语心理学为基础，阐明了行为者如何利用情感话语来破坏消费者行为的合法性。基于对西班牙斗牛争议的实证调查，我们的工作显示了积极分子如何参与制作和传播其对手的令人信服的情感原型。这种情感原型构成了病态成见的话语基础，一旦确立，就会玷污与这种做法相关的社会群体的身份。我们的工作将病态污名的中心地位定格为一种文化机制，它在情感话语与后续的消费实践去合法化之间的关系中发挥中介作用。我们对相关理论做出了三个关键贡献：我们提出了关于情感及其在去机构化进程中的作用的修辞学观点；我们通过展示情感如何在下游运作，进一步发展了市场情绪理论；并且我们提供了社会文化机制的证据，这些证据支撑了消费者集体的情感中伤、刻板印象和污名化。

Drawing on institutional theory and discursive psychology, this article elucidates how actors use emotion discourse to undermine the legitimacy of consumer practices. Based on an empirical investigation of the bullfighting controversy in Spain, our work shows how activists engage in the production and circulation of compelling emotional prototypes of their adversaries. Such emotional prototypes constitute the discursive foundations of a pathic stigma, which, once established, taints the identity of the social groups associated with the practice. Our work frames the centrality of pathic stigmatization as a cultural mechanism mediating the relationship between emotion discourse and the subsequent delegitimization of consumer practices. We make three key contributions to the literature: we advance a rhetorical perspective on emotions and their role in deinstitutionalization processes; we further develop the theory of marketplace sentiments by showing how sentiments operate downstream; and we provide evidence of the sociocultural mechanisms underpinning the emotional vilification, stereotyping and stigmatization of consumer collectives.

论文原文：Carmen Valor, Javier Lloveras, Eleni Papaoikonomou. (2021). The Role of Emotion Discourse and Pathic Stigma in the Delegitimization of Consumer Practices. Journal of Consumer Research, 47(5), 636-653.