For a vaper who owns a tool they like, completely tuned and well-maintained, the urge some individuals have to purchase a disposable gadget might sound puzzling.
When somebody claims to not vape however nonetheless buys an digital gadget, they face an inside contradiction. This pressure—what psychologist Leon Festinger known as cognitive dissonance—creates discomfort that must be resolved. Festinger confirmed that people wrestle with the hole between their beliefs and their actions, they usually develop methods to revive consistency.
The consumer of a disposable e-cigarette might body their selection as a brief exception. They could inform themselves {that a} disposable “isn’t actually vaping,” that it’s only a check, or that they merely wanted it at that second. This helps cut back the sense of adopting conduct that goes in opposition to their rules.
This perspective is much like that of somebody who claims to care in regards to the surroundings however often buys a plastic bottle, reassuring themselves that it’s solely a one-off that doesn’t undermine their general dedication.
I’m Not a Vaper
This selection additionally displays a course of often called id distancing. Preferring a product perceived as momentary turns into a approach to attract a symbolic line between oneself and common e-cigarette customers. From this attitude, the thing turns into a standing marker: the particular person makes use of it to sign they don’t seem to be completely a part of this observe.
This distancing is similar to somebody who goes to a sports activities membership however solely pays for one-off periods, exactly to keep away from seeing themselves as a dedicated member. The distinction in the kind of gadget (disposable versus rechargeable vape) serves to affirm belonging to a different group: that of occasional shoppers.
This conduct additionally suits inside what social psychology describes as social id administration. Henri Tajfel and John Turner confirmed that all of us attempt to protect a optimistic self-image, aligning with teams we need to belong to whereas conserving our distance from these we see as much less flattering. In vaping, the disposable cigarette is a method to keep away from the label of a “actual vaper,” which can really feel stigmatizing or too binding. On this approach, the person stays psychologically nearer to non-smokers whereas nonetheless permitting themselves occasional use.
The phenomenon is similar to some online game fans who attend specialised occasions however insist they’re “not avid gamers,” solely curious guests.
The Psychology of Nicotine
Shopping for a disposable e-cigarette is not only a sensible act. It displays an try and ease the strain brought on by the mismatch between one’s values and one’s actions, and to keep up an id that feels acceptable each personally and socially. By selecting one thing momentary, the person affirms that they haven’t built-in this behavior as a steady a part of their character. This enables them to protect the picture of a managed conduct, freed from lasting dedication, and to comprise the discomfort of the contradiction between who they consider they’re and what they do.
As summary—and even fanciful—as this will likely appear, such behaviors are the topic of great analysis, corresponding to Festinger’s work on cognitive dissonance (A Idea of Cognitive Dissonance, 1957), Tajfel and Turner’s idea of social id (1979), or Blake Ashforth and Fred Mael’s research on how individuals assemble id in relation to teams (Social Id Idea and the Group, 1989).
All these elements helped make puffs well-liked amongst an viewers that already had entry to vaping, they usually now drive the success of JNR-like merchandise. Past intelligent advertising and marketing and distribution, conventional vaping should reply to an unstated—even unconscious—want if it desires to reclaim its floor.
