Addiction does not begin with the harmful effects of being dependent on a particular consumption behaviour such as smoking, alcohol, or illegal drugs. Instead it starts with everyday seemingly benign behaviours that, through psychological, biophysical, and/or environmental triggers, can become harmful and morph into an addiction. We develop a framework based on harm and dependence that can help researchers better understand how consumers could become addicted to various types of everyday benign consumption behaviours (e.g., texting, shopping, plastic surgery, and other types of normally acceptable behaviours). Furthermore, the conceptual framework is based on expanding the concept of addiction to include the pre-addiction process with a focus on this continuum of benign to harmful behavioural consumption. This framework describes how consumers progress from a normal state of consumption into a state of addictive abuse and dependence. The framework discusses key issues and future research that can aid public policy researchers, practitioners, and marketers to better understand the entire pre-addiction process.
Purpose
This paper aims to explore the forces at work that negatively influence the self-image perceptions of young women, causing them to strive for an “ultra-thin” ideal.
Design/methodology/approach
Focus groups explore why and how perceived self-image influences young women’s body and perceptions and, consequently, health. Thematic qualitative analysis explores the realm of information and emotions involved with the thin-ideal.
Findings
Social contagion theory emerged with a significant impact caused by network influencers and the spread of information and emotions within social networks forces that sustain the need to be ultra-thin, even though there is abundant knowledge about adverse effects.
Research limitations/implications
Future research should address limitations involving representativeness and generalizability.
Practical implications
Social marketing programs, including social media, should stress healthy eating habits while focusing on the importance of the self and de-emphasizing the “thin-ideal” image.
Originality/value
Results will assist in developing more informed and effective prevention programs, including social media campaigns, as preventative healthcare to reduce the risk of the spread of eating disorders and promote psychological health of at-risk young adults.
If consumers accept rumours without verifying them, considerable damage to individuals or organisations could result. By applying the appraisal theory of emotions, this article provides a framework for clarifying rumour communications by people who identify strongly or weakly with an organisation that is the object of a rumour. Study 1 reveals that when people identify strongly with the rumour object and hear an important rumour, they spread positive information more readily than negative information. They are also more likely to transmit information of high (vs. low) importance when the rumour is positive. Conversely, weak identifiers are equally likely to spread positive and negative information, regardless of importance. Study 2 incorporates a heuristic‐systematic model and demonstrates that strong identifiers process refutations systematically when those refutations refer to a positive, less important rumour. Conversely, they process refutation information heuristically if they confront positive, important rumours or if they receive a refutation of a negative rumour. Identification with the rumour object affects its spread, but rumour objects can develop refutation strategies to halt the spread of negative rumours or encourage the spread of positive rumours about the organisation. Rumour refutation efforts cannot be generalised but instead should be targeted according to consumers' strong or weak identification.
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