The psychology of disenfranchisement is a theory developed by Rex Briggs[1] while studying minority groups at social research firm Yankelovich Partners.
Originally published by Yankelovich Partners, Grant Lukenbill's book, Untold Millions, applied the theory to help explain marketing opportunities to gays and lesbians.
The resulting needs include: self-understanding (recognition of and respect for one's individuality), association (a sharing of occasions with "people like me"), security (emotional, social and psychical), independence, stress relief (self-indulgence, escapism).
[2] All the Rage: The Story of Gay Visibility in America[3] cites Briggs' psychology of disenfranchisement theory as a launching point to discuss how advertising can offer inclusion in its messaging, so as to resonate better.
Culpepper applies this same psychology of disenfranchisement to women, "that were severely excluded from its rights and privileges in society that touts equality and justice."