Year: 2011
Type: article
Abstract: Purpose This paper aims to contribute to the special issue theme by exploring the perceptions of anti‐consumption and resistant practices of adolescents by their peer group in the context of high school prom attendance. Design/methodology/approach This paper employs a mixed methods approach involving 12 in‐depth interviews with those who had attended a high school prom in the last three years and open questions on a survey to adolescents. Findings Four main perceptions of non‐attendance were identified: non‐choice, risk aversion, passive disengagement and intentional disengagement. Perceptions of anti‐consumption and resistance will have social implications for the non‐attendee/s but the extent to which non‐attendance is viewed negatively will also be moderated by existing social status of the non‐attendee/s. Originality/value Possible causes for avoiding consumption have been previously considered, however, as yet unexplored are how those who do not consume are perceived by their peers and how this manifests itself in relation to group affiliation, attendees' perception of “self” and social norms.
Source: European Journal of Marketing
Authors: Peter Nuttall, Julie Tinson
Institutions: University of Bath, University of Stirling
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2000490034