Forbidden Fruit and Rebound: A Dual-Stage Theory of Initiating and Escalating Addictive Consumption Among Migrants

Migrants moving from highly restrictive cultural environments to liberal societies often initiate and escalate engagement with formerly prohibited behaviors—such as gambling, alcohol consumption, or recreational drug use. However, existing theories of acculturation, coping, and rebound fail to adequately explain how such behaviors begin in the first place (the 0→1 transition), especially among individuals with no prior history of participation. This paper introduces a novel conceptual model that distinguishes between the psychological mechanisms of initiation (“Forbidden Fruit Effect”) and escalation (“Rebound Effect”) in the context of addictive consumption. The model argues that sudden removal of prohibition triggers symbolic desire, latent craving, and identity realignment, leading to behavior initiation. Once initiated, behavioral repetition may intensify due to a rebound dynamic—where loosened constraints facilitate overcompensation. Drawing from cross-disciplinary insights in consumer behavior, addiction studies, and migration theory, this dual-stage model fills a critical theoretical gap. It also accounts for cultural differences in perceived constraint (legal, religious, or communal), offering implications for public health and marketing ethics in immigrant-receiving societies. This contribution advances understanding of risk behavior adoption as a staged, culturally contingent process in global consumer culture.