Please use this identifier to cite or link to this item:
Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: Youth and the Sociability of "Vaping"
Author(s): Yule, Jennifer
Tinson, Julie
Contact Email:
Keywords: E-cigarettes
interaction ritual
Issue Date: Feb-2017
Citation: Yule J & Tinson J (2017) Youth and the Sociability of "Vaping", Journal of Consumer Behaviour, 16 (1), pp. 3-14.
Abstract: This article examines the contemporary and evolving social ritual of vaping (also known as the use and consumption of e-cigarettes). This novel research finds a typology of users in a heterogeneous youth market and shows how the introduction of this new practice challenges existing ritual boundaries. Previous research has focused on the de-marketing of tobacco and smoking cessation. Here, Virtuous, Dynamic, Vulnerable and Invisible Vapers are identified with each demonstrating differing levels of emotional engagement and characteristics of vaping behaviors. Utilizing Collins’ theory of interaction rituals as a lens, this qualitative study explores the sociability of vaping practices to gain a deeper understanding of the enduring appeal of vaping and the subsequent consequences for youth ‘smoking’ behaviors. While some vapers advocate the health benefits of this relatively new practice, the use of e-cigarettes is also used as a form of resistance as well as mechanism for misbehavior.
DOI Link:
Rights: This item has been embargoed for a period. During the embargo please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study. This is the peer reviewed version of the following article: Yule, J. A., and Tinson, J. S. (2017) Youth and the sociability of “Vaping”. J. Consumer Behav., 16: 3–14, which has been published in final form at This article may be used for non-commercial purposes in accordance With Wiley Terms and Conditions for self-archiving.

Files in This Item:
File Description SizeFormat 
sociability and vaping.pdf587.13 kBAdobe PDFView/Open

This item is protected by original copyright

Items in the Repository are protected by copyright, with all rights reserved, unless otherwise indicated.

If you believe that any material held in STORRE infringes copyright, please contact providing details and we will remove the Work from public display in STORRE and investigate your claim.