Demarketing Teen Tobacco and Alcohol Use: Negative Peer Influence and Longitudinal Roles of Parenting and Self-Esteem

9 Pages Posted: 1 Nov 2013

See all articles by Zhiyong Yang

Zhiyong Yang

Miami University of Ohio

Charles Schaninger

State University of New York (SUNY) at Albany

Michel Laroche

Concordia University, Quebec - John Molson School of Business

Date Written: 2012

Abstract

Tobacco and alcohol companies face increasing pressure to prevent smoking and drinking among underage consumers, reinforcing public policy initiatives designed to reduce youth substance use. One approach targets parents to influence their child’s behavior. However, the extant literature remains unclear about whether childhood parenting strategies affect children’s behavior beyond early adolescence. To fill this void, this research develops an integrative model of parental influence, specifying parenting strategies as antecedents, self-esteem as mediator, and susceptibility to negative peer influence (SPI) and substance use (smoking, and drinking) as socialization outcomes. The findings indicate that childhood parenting strategies impact smoking and drinking in the late teens, by reducing susceptibility to negative peer influence, with self-esteem playing a critical mediating role. These findings not only offer guidelines to social marketers and public policy makers, but also provide new avenues for tobacco and alcohol marketers to be responsive to recent federal laws and regulations, and enhance their corporate social responsibility.

Keywords: demarketing, parenting strategies, susceptibility to negative peer influence, self-esteem, smoking, drinking

Suggested Citation

Yang, Zhiyong and Schaninger, Charles and Laroche, Michel, Demarketing Teen Tobacco and Alcohol Use: Negative Peer Influence and Longitudinal Roles of Parenting and Self-Esteem (2012). Journal of Business Research, Vol. 66, No. 4, p. 559, 2013, Available at SSRN: https://ssrn.com/abstract=2347048

Zhiyong Yang (Contact Author)

Miami University of Ohio ( email )

Oxford, OH 45056
United States

HOME PAGE: http://https://sites.google.com/view/zhiyongyang

Charles Schaninger

State University of New York (SUNY) at Albany ( email )

1400 Washington Avenue
Building, Room 109
Albany, NY 12222
United States

Michel Laroche

Concordia University, Quebec - John Molson School of Business ( email )

1455 de Maisonneuve Blvd. W.
Montreal, Quebec H3G 1M8
Canada

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