Addiction as an indicator of vulnerability: The case of indoor tanning

Abstract

Research concerning the marketing of potentially harmful products to vulnerable consumer segments reveals difficulties in identifying vulnerable consumers. Businesses must be able to identify such segments if they are to avoid regulation and consumer activism. Whether a measure of nonsubstance addiction is an appropriate indicator of vulnerability is examined here in the context of indoor tanning. Three studies of young adult tanners indicate that (a) a modified alcohol addiction scale, the CAGE index, can be used to measure other addictions; (b) addicted indoor tanners have high motivation to meet social appearance norms and to experience the feeling of tanning, which may make them susceptible to marketing cues for indoor tanning; and (3) addicted and nonaddicted indoor tanners are similar in their knowledge of the dangers of indoor tanning, thus supporting the assertion that addicted tanners' decisions to tan indoors are likely more influenced by addiction than by informed decision making.

Consequences of applying soft‐sell themes in e‐cigarette advertisements

“…A similar effect on different consumption contexts has been reported when investigating binge drinking and compulsive consumption (Ruvio et al, 2014) as maladaptive intentions have been theorized to be linked to materialism and self‐enhancement motives (Wu et al, 2022). As a result, it is plausible to anticipate that maladaptive behavior may drive consumers to increase their attitudes towards the consumption of harmful products (Benet & Kraft, 2019), like traditional cigarettes.…”

Invincible honor: masculine honor, perceived invulnerability, and risky decision-making

“…Perceived invulnerability is an optimistic, self-serving cognitive bias that consistently plays a role in risk-taking behaviors across the lifespan (Duggan et al, 2000 ; Millstein & Halpern-Felsher, 2001 , 2002 ; Potard et al, 2018 ; Ravert, 2009 ; Ravert et al, 2009 ). Those who perceive themselves as invulnerable are less likely to consider the dangers inherent in a situation (Biggs et al, 2014 ), which predisposes them to violent/aggressive responses (Barry et al, 2009 ; Chapin, 2001 ) and other potentially dangerous behaviors, including drinking and driving (Chan et al, 2010 ; Potard et al, 2018 ), smoking and drug use (Benet & Kraft, 2019 ; Milam et al, 2000 ; Morrell et al, 2016 ), and risky sexual behavior (Moore & Rosenthal, 1991 ).…”