We introduce a simple empirical model that assumes a positive stigma (or norm) towards child labor that is common in some developing countries. We then illustrate our positive stigma model using data from Guatemala. Controlling for several child- and household-level characteristics, we use two instruments for measuring stigma: a child's indigenous background and household head's childhood work experience. Our approach suggests that increasing schooling options or improvements in socioeconomic status may be insufficient to eliminate child labor in households with a positive stigma for child labor. (Contains 3 tables, 2 figures, and 2 footnotes.)