Consumers and sources are embedded in cultural contexts that influence how those sources are read. We examine how consumers stigmatized for being fat collectively read advertisements for luxury fashion brands featuring plus-sized sources. We unveil individual and cultural resources stigmatized consumers rely on to collectively develop readings of advertising sources.

• Daiane Scaraboto(Pontificia Universidad Católica de Chile, Chile)
• Luciana A. Gil(Universidad Diego Portales, Chile)
• Todd Pezzuti(Universidad de Chile, Chile)