Increasingly, experts agree the ability to identify with the feelings and perspectives of another person, that is, to be empathetic, constitutes the cornerstone of successful problem solving (Kolko 2015; Krznaric 2014; Leonard and Rayport 1997). Cultivating empathy has proven critical in fields such as medicine and social work, where empathic responses are associated with fewer malpractice claims and better patient outcomes (e.g., Gerdes, Segal, Jackson and Mullins 2011). Additionally, a growing number of businesses have begun supplementing diversity and ethics training with empathy training. However, current empathy training largely puts participants in the role of observer. While intervention techniques, including experiential activities where participants literally walk in someone else’s shoes, show promise, scaling such efforts can be cost-prohibitive and limited in reach.

The research team of Jane Machin, Natalie Ross Adkins, Elizabeth Crosby, Justine Rapp Farrell, and Ann Mirabito proposes the development of a flexible and scalable simulation app to help consumers, service providers, and public policy stakeholders gain increased understanding of being targets of stigma in the marketplace. By figuratively walking in the shoes of others via an app, more stakeholders can be exposed to the experiences of stigmatized groups, establish empathy, and consequently, transform marketplace practices and public policy.

Following the process of Design Thinking (Kolko 2015; Battarbee, Suri and Howard 2014), the team will be utilizing a participatory action research approach to gather information and generate ideas with community partners, stigmatized consumers, and service providers in the months preceding TCR 2019. After the discover and define phases of design thinking, work at the conference will focus on ideation and prototyping laying the groundwork for app development and testing during Summer 2019. 

Track Leaders

Natalie Ross Adkins, Ph.D., is an Associate Professor of Marketing at Drake University. She is a four time participant in TCR, Natalie’s research focuses on the impact of stigma in the marketplace. Her work has been published in leading marketing journals, including the Journal of Consumer Research, Journal of Marketing and Public Policy, Journal of Consumer Affairs, and the Journal of Business Research. Co-authored with her dissertation advisor, Dr. Julie Ozanne, Natalie received the 2005 Ferber Award for “The Low Literate Consumer.” Currently she serves on the Editorial Review Board of JPPM and JCA.

Jane Machin, Ph.D., is an Assistant Professor of Marketing at Radford University. Her research interests fall at the intersection of decision making, negative thinking and consumer wellbeing. Two qualitative projects on the consequences of consuming “artificial” ignited an interest in stigma. She participated in the 2015 and 2017 TCR Stigma track and Food and Health track in 2009. Her research has been published in the Journal of Public Policy and Marketing, Appetite and Marketing Education Review. Jane is on track to receive a Masters of Fine Arts in Design Thinking Fall 2018.

Track Participants

• Elizabeth Crosby, University of Wisconsin / La Crosse
• Ann Mirabito, Baylor University
• Justine Rapp Farrell, University of San Diego