Siti Nuraisyah Suwanda, West Virginia University; Emily Tanner, West Virginia University, and M. Paula Fitzgerald, West Virginia University

It’s February, and you grab a box of cheap Valentine’s chocolate from the grocery store on your lunch break. Later, you’re eating it at your office desk when you realize someone else is watching. Suddenly, you feel a flicker of embarrassment. You hide the box away, make a joke or quietly wish they hadn’t noticed – not because the chocolate tastes bad, but because you don’t want to be judged for choosing it.

If the scenario above feels familiar, you’re not alone. Many people experience subtle embarrassment or self-consciousness about everyday consumption choices, from eating cheap Valentine’s chocolate to accepting free lunch from a school food program or having visible tattoos.

We are social marketing researchers who study stigma in marketing. In our research, we coined the term “consumption stigma” to describe how people can be judged or looked down on by others, or by themselves, simply for using certain products – even when there’s nothing objectively wrong with them.

Living with consumption stigma

When people feel judged for what they consume, or choose not to consume, the effects can be mentally exhausting. Feeling stigmatized can quietly erode self-esteem, increase anxiety and change how people behave in everyday settings. What starts as a small moment of embarrassment can grow into a persistent concern about being seen the “wrong” way.

In reviewing 50 studies about stigma in marketing, we found that people respond to consumption stigma along a continuum. Some try to avoid stigma altogether by hiding their consumption or staying away from certain products. Others adjust their behavior to reduce the risk of being judged. At the far end of the spectrum, some people actively push back, helping to destigmatize certain forms of consumption for themselves and for others.

The research we reviewed found that to avoid stigma, people may deliberately consume more expensive or socially approved alternatives, even when those choices strain their finances. Imagine someone who switches to a premium chocolate brand at the office, not because she prefers the taste, but because she wants to avoid feeling embarrassed.

Over time, this kind of adjustment could pull people into spending patterns that are beyond their means, feeding a cycle of consumption driven more by social pressure than genuine need or enjoyment. We suggest that the ramifications can be even more stark in other contexts – for example, when a child skips a free school lunch to avoid being teased, or when a veteran turns down mental health support because they fear being judged by others.

From a business perspective, when consumers avoid or abandon products to escape stigma, companies may see declining demand that has little to do with quality or value. We suggest that if consumption stigma spreads at scale, the cumulative effect can translate into lost revenue and weakened brand value.

Understanding consumption stigma, then, isn’t just about consumer well-being; it’s also critical for businesses trying to understand why people buy, hide or walk away from certain products.

Take back the narrative

Stigma often feels powerful because it masquerades as reality. But at its core, consumption stigma is a social judgment, a shared story people tell about what certain choices supposedly say about someone. When that story goes unchallenged, stigma sticks. When it’s questioned, its power starts to fade.

One way people reduce stigma is by reclaiming the narrative around their consumption. Instead of hiding, explaining or compensating, they openly own their choices. This shift from avoidance to acceptance can strip stigma of its force.

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Imagine a shopper who embraces buying cheaper store brands at the grocery store, seeing it not as a compromise but as a sign of being savvy to pay less for the same thing. When people wear their choices like armor, whether it’s cheap chocolate, secondhand clothing or specialized physical or mental health services, those choices lose their sting. When a behavior is no longer treated as something shameful, it becomes harder for others to use it as a basis for judging or looking down on people.

Of course, stigma doesn’t disappear overnight. But research shows that when enough people stop treating a behavior as something to hide, the social meaning around it begins to change. What feels embarrassing in one moment can become normalized in the next. For example, research on fashion consumption has shown how wearing a veil, once widely stigmatized in urban and secular settings, gradually became seen as ordinary and even fashionable as more women openly adopted it.

Enjoying cheap chocolate shouldn’t require justification. Cold water tastes just as good out of an unbranded travel mug as it does from a Stanley tumbler. A generic sweatshirt keeps you just as cozy as Aritzia. And yet, many people feel the need to explain, deflect or upgrade their choices to avoid being judged. Understanding consumption stigma helps explain why and underscores that these feelings aren’t personal failures, but social constructions.

Sometimes, the most effective response isn’t to consume differently, but to think differently. When people stop treating everyday choices as moral signals, they make room for a more humane – and hopefully honest – marketplace.

Siti Nuraisyah Suwanda, Doctoral Student and Graduate Researcher in Marketing, West Virginia University; Emily Tanner, Associate Professor of Marketing, West Virginia University, and M. Paula Fitzgerald, Professor of Business Administration, West Virginia University

This article is republished from The Conversation under a Creative Commons license. Read the original article.

Hawaiian Bros Opens First Glenwood, Illinois Location With Grand Opening Giveaways

GLENWOOD, Ill. — Hawaiian Bros is officially expanding its Chicagoland footprint with its first Glenwood, Illinois location, opening Feb. 16 at 18851 S Halsted St (60425).

The island-inspired fast-casual brand is marking the launch with a grand opening celebration starting at 11 a.m. on Feb. 16. Hawaiian Bros says the first 100 customers in line will receive a free t-shirt and a gift card ranging from $25 to $500 (with purchase)—and one winner will be selected for Hawaiian Bros for a year.

Ahead of opening day, the company is also hosting VIP events on Feb. 14 from 11 a.m. to 2 p.m. and 5 p.m. to 8 p.m. Hawaiian Bros says first responders, medical personnel, academic staff, students, and local business employees will be treated to a free classic Plate Lunch.

Hawaiian Bros is known for its island-inspired plate lunch—typically chicken or pork with sweet, savory, or spicy sauces, served with macaroni salad and steamed white rice or vegetables. For dessert, the brand highlights its Dole Soft Serve®. The company also emphasizes that it doesn’t rely on freezers or microwaves, focusing instead on fresh, high-quality ingredients.

Hawaiian Bros currently operates 70+ restaurants across 14 states and has expanded franchise opportunities since 2023.

What to watch for

• How early the line forms: The first 100 customers get the biggest perks, so timing could be everything.
• Community turnout at VIP events (Feb. 14): Free plate lunches for local groups could drive strong early word-of-mouth.
• Southland fast-casual competition: This opening adds another high-energy, limited-menu concept to the local mix—worth tracking for repeat traffic and reviews.

Learn more:https://hawaiianbros.com/

At our core, we at STM Daily News, strive to keep you informed and inspired with the freshest content on all things food and beverage. From mouthwatering recipes to intriguing articles, we’re here to satisfy your appetite for culinary knowledge.

Visit our Food & Drink section to get the latest on Foodie News and recipes, offering a delightful blend of culinary inspiration and gastronomic trends to elevate your dining experience. https://stmdailynews.com/food-and-drink/

Last Updated on February 15, 2026 by Daily News Staff

A Medley of Garden Veggies

Thyme-Roasted Garden Veggies

• 2  zucchinis
• 2 yellow squashes
• 2 tomatoes
• 2 carrots
• avocado oil
• 2 tablespoons thyme
• 2 tablespoons minced garlic
• salt, to taste
• pepper, to taste
• 1 cup shredded Parmesan cheese

1. Heat oven or grill to 425 F.
2. Cut zucchinis, squashes, tomatoes and carrots into bite-sized pieces. Place on lined baking sheet. Drizzle with avocado oil. Sprinkle with thyme and garlic then season with salt and pepper, to taste. Top with Parmesan cheese.
3. Bake or grill 30 minutes until fork tender.

At our core, we at STM Daily News, strive to keep you informed and inspired with the freshest content on all things food and beverage. From mouthwatering recipes to intriguing articles, we’re here to satisfy your appetite for culinary knowledge.

Visit our Food & Drink section to get the latest on Foodie News and recipes, offering a delightful blend of culinary inspiration and gastronomic trends to elevate your dining experience. https://stmdailynews.com/food-and-drink/