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Resistance to ritual practice: exploring perceptions of others

Resistance to ritual practice: exploring perceptions of others 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Resistance to ritual practice: exploring perceptions of others

European Journal of Marketing , Volume 45 (11/12): 11 – Nov 15, 2011

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090561111167360
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

European Journal of MarketingEmerald Publishing

Published: Nov 15, 2011

Keywords: Adolescents; Resistance; Peer affiliation; Perception; Prom; Social groups; Behaviour

References