Because Ministry of Health data show that smoking prevalence peaks among young adults (2014), they are an important priority group to examine.
1.3.1 Smoker Identity and Behaviour
Identity can be defined as an individual’s personal and social characteristics that they understand and communicate to others (Dittmar 1992 in Hogg and Michell 1996). To create and realise specific identities, individuals may develop consumption habits they believe are consistent with the desired identity. This reasoning also applies to smokers, who may seek specific smoker identities; in order to achieve this, smokers conceptualise their identity and its impact in their behaviour. (Tombor, Shahab, Brown, West 2013).
1.3.2. Social Smoker identity
There are more intermittent (i.e. non-daily) smokers than established smokers among young adults relative to other age groups (Hoek, Maubach, Stevenson, Gendall, Edwards 2011 and Song and Ling 2011). The majority of these smokers self-identify as social smokers (smoki...
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... if they had any questions about the interview. When the participants signed the consent form, the interview began and the recorder was switched on with the participant’s permission. The participants were then informed of their rights to withdraw from the interview at any time, to refuse to answer questions which they did not wish to answer, and the right to ask a question at any time if they wished. After the interview, the participants were given a questionnaire to fill in about their basic details, as well as a form on which they were able to indicate whether they wished to receive the interview transcription and research results. Each participant received a $30 Warehouse gift voucher to recognise any costs which may have incurred for participating in the interview. The recordings were then transcribed, and the data was analysed using a thematic-analysis approach.
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