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Marketing Deviance: The Selling of Cockfighting

Marketing Deviance: The Selling of Cockfighting <jats:sec><jats:title>Abstract</jats:title><jats:p>We use conventional marketing concepts to examine the marketing of the deviant and stigmatized activity of cockfighting and show how the two differ. Our research is based on several years of active participant observation with cockfighters and the examination of several publications devoted to the sport. We find a paradoxical situation wherein people who compete with each other in an illegal activity must also establish their reputations for honesty and trustworthiness. Aspects of a gerontocracy characterize this deviant world.</jats:p> </jats:sec> http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Society & Animals Brill

Marketing Deviance: The Selling of Cockfighting

Society & Animals , Volume 4 (2): 211 – Jan 1, 1996

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Publisher
Brill
Copyright
© 1996 Koninklijke Brill NV, Leiden, The Netherlands
ISSN
1063-1119
eISSN
1568-5306
DOI
10.1163/156853096X00160
Publisher site
See Article on Publisher Site

Abstract

<jats:sec><jats:title>Abstract</jats:title><jats:p>We use conventional marketing concepts to examine the marketing of the deviant and stigmatized activity of cockfighting and show how the two differ. Our research is based on several years of active participant observation with cockfighters and the examination of several publications devoted to the sport. We find a paradoxical situation wherein people who compete with each other in an illegal activity must also establish their reputations for honesty and trustworthiness. Aspects of a gerontocracy characterize this deviant world.</jats:p> </jats:sec>

Journal

Society & AnimalsBrill

Published: Jan 1, 1996

There are no references for this article.