ASSOCIATION FOR CONSUMER RESEARCH Association for Consumer Research, University of Minnesota Duluth, 115 Chester Park, 31 West College Street Duluth, MN 55812 Public Discourse and Cultural Valorization in the Cancer Marketplace Lez Ecima Trujillo Torres, University of Illinois at Chicago, USA Benét DeBerry-Spence, University of Illinois at Chicago, USA Søren TOLLESTRUP ASKEGAARD, University of Southern Denmark, Denmark Sonya Grier, American University, USA This study examines how public discourse impacts cultural valorization of the cancer marketplace. We find that cultural valorization relies on a system of discursive and affective (e)valuation that is largely grounded in “hopeful uncertainty” and that is subject to macro historical, scientific, and sociocultural influences. [to cite]: Lez Ecima Trujillo Torres, Benét DeBerry-Spence, Søren TOLLESTRUP ASKEGAARD, and Sonya Grier (2018) ,"Public Discourse and Cultural Valorization in the Cancer Marketplace", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 50-56. [url]: http://www.acrwebsite.org/volumes/2411720/volumes/v46/NA-46 [copyright notice]: This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at http://www.copyright.com/.