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Stigma Management of Male and Female Customers to a Non-Urban Adult Novelty Store

Previous studies on adult bookstores focused almost exclusively on stores located in large urban settings and confined most of their analyses to the behaviors of male customers. For the present study, ethnographic data were collected in an adult store located in a non-urban environment to examine the full range of behaviors of both females and males. Although adult store norms that were previously identified were also noted in this study, additional stigma management strategies and customer behaviors were observed. Additionally, patterns in the types of strategies employed were observed among men and women. Several hypotheses are offered to explain the range of stigma management strategies used.