Smoke Gets in Your Eyes: the Stigmatization of Smokers

Norlaine Thomas, doctoral student, Marketing, I.H. Asper School of Business
Sridhar Samu, Associate Professor, I.H. Asper school of Business
Namita Bhatnagar, Associate Professor, I.H. Asper School of Business

SMOKE GETS IN YOUR EYES:  THE STIGMATIZATION OF SMOKERS

 

Norlaine Thomas

Sridhar Samu

Namita Bhatnagar

I.H. Asper School of Business

University of Manitoba

 

 

This exploratory research looks at how anti-smoking messages, legislation and environmental changes have affected non-smokers and their attitudes towards, and treatment of smokers. Preliminary research suggests that a negative smoker stereotype has been created with various possible effects on the smokers themselves.  Ex-smokers also appear to enjoy a particularly positive perception. The data collected allows the construction of composite images of each of these stereotypes. Finally, this research seeks to shed light on the possible implications of these attitudinal changes for the efficacy of the anti-smoking campaign.
[ to cite ]:
Norlaine Thomas, Sridhar Samu, and Namita Bhatnagar (2006) ,"Smoke Gets in Your Eyes: the Stigmatization of Smokers", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 282-282.