I'm not a smoker: Constructing protected prototypes for risk behavior

This study investigates consumer use of categories and boundaries surrounding problem behavior to construct a protected prototype. Drawing on social comparison theory and social norms, consumers construct prototypes in order to perceive themselves immune from harmful or stigmatizing consequences. Depth interviews and a survey with young adults in the context of social smoking highlight the formation of protected prototypes through product acquisition, usage, and cessation. Descriptive norms within social settings enable young adults to form boundaries around problem behavior and distinguish their usage as safe, rather than risky or addictive. The findings provide insights for social marketers and policymakers to help consumers avoid uptake in problem behavior.