Tobacco Consumption in the Home: Impact on Social Relationships and Marking Territory

Kathy Hamilton, University of Strathclyde, Scotland, UK
Louise Hassan, University of St Andrews, Scotland, UK
In this paper we move beyond viewing the home as a mere context for consumer decision-making to explore consumption practices and socio-spatial relationships within the home in relation to tobacco consumption. Based on focus groups conducted across ten European countries, our findings suggest that smokers view the home as a safe haven where they are sheltered from the outside regulatory environment. However, tension between smokers and nonsmokers demonstrates that consumption practices within the home may become a process of negotiation, resulting in smokers marking territory in efforts to avoid conflict.
[ to cite ]:
Kathy Hamilton and Louise Hassan (2010) ,"Tobacco Consumption in the Home: Impact on Social Relationships and Marking Territory", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 319-325 .