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| Tekijä: | Hamilton, K. Hassan, L. |
| Otsikko: | Self-concept, emotions and consumer coping: smoking across Europe |
| Lehti: | European Journal of Marketing
2010 : VOL 44:7/8, p. 1101-1120 |
| Asiasana: | smoking cigarette industry consumer behaviour social status advertising Europe |
| Kieli: | eng |
| Tiivistelmä: | The purpose of the article is to address consumption that sometimes results in social disapproval. This is done by studying consumers' self -concepts in consumption that includes risks: smoking. A qualitative study of 30 focus groups from 10 European countries is conducted. The results reveal that discrepancies exist between the actual self and the ideal guiding end state, as well as between consumer's perception of him/herself and the social self. This leads to emotion-focused coping strategies. The article provides useful information especially for effective anti-smoking advertising purposes. |
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