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

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  • Scott, Kristin A.
  • Mason, Marlys J.
  • Mason, James D.

Abstract

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.

Suggested Citation

  • Scott, Kristin A. & Mason, Marlys J. & Mason, James D., 2015. "I'm not a smoker: Constructing protected prototypes for risk behavior," Journal of Business Research, Elsevier, vol. 68(10), pages 2198-2206.
    • Handle: RePEc:eee:jbrese:v:68:y:2015:i:10:p:2198-2206
    DOI: 10.1016/j.jbusres.2015.03.021
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    References listed on IDEAS

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    3. Klein, William M.P., 2002. "Social comparison and risk judgment: recent work and new directions," Risk, Decision and Policy, Cambridge University Press, vol. 7(2), pages 145-152, June.
    4. Rigotti, N.A. & Moran, S.E. & Wechsler, H., 2005. "US college students' exposure to tobacco promotions: Prevalence and association with tobacco use," American Journal of Public Health, American Public Health Association, vol. 95(1), pages 138-144.
    5. Sepe, E. & Ling, P.M. & Glantz, S.A., 2002. "Smooth moves: Bar and nightclub tobacco promotions that target young adults," American Journal of Public Health, American Public Health Association, vol. 92(3), pages 414-419.
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    Cited by:

    1. Wendy Attaya Boland & Ingrid M. Martin & Marlys J. Mason, 2020. "In search of well‐being: Factors influencing the movement toward and away from maladaptive consumption," Journal of Consumer Affairs, Wiley Blackwell, vol. 54(4), pages 1178-1194, December.
    2. Bhukya, Ramulu & Paul, Justin, 2023. "Social influence research in consumer behavior: What we learned and what we need to learn? – A hybrid systematic literature review," Journal of Business Research, Elsevier, vol. 162(C).

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