The rich tradition of stigma theoretics in marketing and consumer research develops understanding of consumer stigma management, mitigated via marketing-mediated solutions, broadly within a Goffmanian liberal frame. However, building on classic liberal formulations of stigma, sociologists of stigma further examine the impact of the neoliberal political economy in terms of where stigma is produced, by whom and for what purposes. Using the empirical illustration of the emergence of HIV PreExposure Prophylaxis (PrEP), this paper seeks to develop these stigma theoretics towards the concept of stigma diffraction exploring the multiple stigma effects that can be identified and conceptualised through a diffractive lens. This encompasses and theorises beyond traditionally stigmatised contexts, groups and individuals to conceptualise a dynamic and diverse field of ‘stigmas that matter’.

营销和消费者研究中污名理论的丰富传统发展了对消费者污名管理的理解，通过营销中介的解决方案得到了缓解，大体上是在戈夫曼自由主义框架内。然而，在污名的经典自由主义表述的基础上，污名社会学家进一步研究了新自由主义政治经济学在污名产生的地点、由谁以及出于什么目的方面的影响。利用 HIV 暴露前预防 (PrEP) 出现的经验例证，本文试图将这些耻辱理论发展为耻辱衍射的概念，探索可以通过衍射透镜识别和概念化的多重耻辱效应。这涵盖和理论超越了传统的污名化背景，