I'm not a smoker: Constructing protected prototypes for risk behavior

This study investigates consumer use of categories and boundaries surrounding problem behavior to construct a protected prototype. Drawing on social comparison theory and social norms, consumers construct prototypes in order to perceive themselves immune from harmful or stigmatizing consequences. De...

Full description

Saved in:
Bibliographic Details
Published inJournal of business research Vol. 68; no. 10; pp. 2198 - 2206
Main Authors Scott, Kristin A., Mason, Marlys J., Mason, James D.
Format Journal Article
LanguageEnglish
Published New York Elsevier Inc 01.10.2015
Elsevier Sequoia S.A
Subjects
Consumer behavior
Consumers
Norms
Prototypes
Risk behavior
Social comparison
Social marketing
Social norms
Studies
Tobacco
Young adults
Social comparison
Social marketing
Tobacco
Risk behavior
Prototypes
Social norms
Online AccessGet full text

Cover

More Information
Summary:This study investigates consumer use of categories and boundaries surrounding problem behavior to construct a protected prototype. Drawing on social comparison theory and social norms, consumers construct prototypes in order to perceive themselves immune from harmful or stigmatizing consequences. Depth interviews and a survey with young adults in the context of social smoking highlight the formation of protected prototypes through product acquisition, usage, and cessation. Descriptive norms within social settings enable young adults to form boundaries around problem behavior and distinguish their usage as safe, rather than risky or addictive. The findings provide insights for social marketers and policymakers to help consumers avoid uptake in problem behavior.
ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2015.03.021