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.
European Journal of Marketing – Emerald Publishing
Published: Nov 15, 2011
Keywords: Adolescents; Resistance; Peer affiliation; Perception; Prom; Social groups; Behaviour