Marketing Deviance: The Selling of Cockfighting

Authors: Darden, Donna K.¹; Worden, Steven K.²

Source: Society and Animals, Volume 4, Number 2, 1996 , pp. 211-231(21)

Publisher: BRILL

Buy & download fulltext article:

Price: $35.00 plus tax (Refund Policy)

Abstract:

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.

Document Type: Research article

DOI: http://dx.doi.org/10.1163/156853096X00160

Affiliations: 1: TENNESSEE TECHNOLOGICAL UNIVERSITY 2: THE UNIVERSITY OF ARKANSAS

Publication date: 1996-01-01