Meanings of consumption and abandonment: understanding smoking cessation symbolism

Abstract

In consumption studies, very little attention has been focused on investigating abandonment and, more specifically, its symbolic dimension. The present study aims to investigate how meanings are created and negotiated through the abandonment of cigarettes. This study used a qualitative methodology to collect and analyze the data generated by one-on-one semi-structured in-depth interviews with 15 Brazilian ex-smokers. Results suggest that abandonment of cigarettes can be offered as a connection, gift, or sacrifice that makes relations special and even magical. As regards abandonment, the present study evidences the interactions and movements of positive and negative meanings related to the consumption and non-consumption of a category. The study proposes a framework that highlights the cooling, decontamination, reinforcement and defensive symbolical movements, thus constructing a tool for analyzing abandonment, offering possible paths of intervention for organizations that are interested in this issue.

Fast‐food addiction and anti‐consumption behaviour: The moderating role of consumer social responsibility

“…In fact, studies indicate that the negative emotions a consumer experiences when faced with the risks and disadvantages of his/her addiction leads to feelings of fear and shame (Paloutzian & Park, 2013). This in turn leads the consumer to "leave the shameful behaviour behind" and disengage from the behaviour, displaying a sense of control and power (Suarez, 2014). Ultimately, the consumer develops a sense of adhesion to the counter-behaviour of anti-consumption (Cova & D'Antone, 2016).…”

Cultural Meanings and Consumers' Discourses about Their Brand Abandonment

“…Loss of customers has always haunted companies. In marketing literature, this topic has been treated from a variety of perspectives and terminologies: termination of the association, withdrawal, disengagement, discontinuation, uncoupling and break-ups (Dwyer, Schurr, & Oh, 1987); churn (Lemmens & Croux, 2006); switching behavior (Jiang et al, 2014); exit (Hulbert, Pitt, & Ewing, 2003); customer defection (Prentice, 2014); skip (Anderson & Jaggia, 2012); disadoption (Fournier, Alvarez, & Avery, 2012;Lehmann & Parker, 2012); and abandonment (Hogg, Banister, & Stephenson, 2009;Suarez, 2014;Suarez & Chauvel, 2012).…”

Anticonsumption beyond consumers: The role of small organic producers in environmentally oriented anticonsumption

“…The anticonsumption concept becomes an important approach to understand harmful consumption, such as cigarette consumption (Suarez, ), soft drinks (Diniz & Suarez, ), and automobiles (Dalpian et al, ; Suarez & Chauvel, ). These previous studies also draw attention to the relationship between consumption restriction, health, quality of life, and environmental issues, going beyond a simple description of consumer behavior against a disliked brand or product.…”

“…In other words, environmentally oriented anticonsumption practices—such as rejecting a product that causes environmental damage—have an impact on both consumer life and the environmental system in which consumers live. For example, while cigar anticonsumption has an individual (micro‐level) effect (Chatzidakis & Lee, ; Suarez, ), rejecting nonecofriendly products can provoke reactions at the meso‐ and macro‐levels, such as organizational and governmental practices (García‐de‐Frutos et al, ). One explanation lies in the fact that the micro‐, meso‐, and macro‐level interrelations are the essence of the environmental sustainability idea (Goodland, ).…”

“…Indeed, anticonsumption practices are particularly complex in the food consumption context. While most anticonsumption practices involve stopping the purchase of specific products without the need for a substitute (e.g., stopping smoking as described by Suarez, ), when it comes to food it is different, that is, we need to find an alternative food production mode. In this sense, the rejection of nonenvironmentally friendly food systems involves the development of more sustainable alternatives, such as organic food (Goldberger, ; Morgan & Murdoch, ).…”