Consumer Hookah Consumption: Is the Hubble Bubble the New Coffee and Cocktail?
Advances in Marketing: Embracing Challenges and Change - A Global Perspective
Hookah smoking is a growing practice among American teens and young adults. In a single hookah smoking session, a smoker may inhale 100 to 200 times the volume of smoke inhaled in a single cigarette. Yet, the risks and adverse consequences of hookah smoking are relatively unfamiliar to health professionals, tobacco policy regulators and consumer behavior researchers. To extend our understanding of this epidemic-like consumption practice, this study explores consumer initiation and continued practice, and the meanings, attitudes and beliefs held by those who smoke hookah, especially with respect to cigarette smoking. Our findings reveal adulterated ways in which hookah smokers experiment with substances to enhance the effects. Erroneously, hookah smoking is accepted by teens and young adults as a positive pleasurable experience that fosters social bonding and has little to no health risks. To combat the spread and demystify the practice, public policy, health and educational strategies must address these inaccurate beliefs.
Society for Marketing Advances
Place of Publication
hookah consumption, public policy, public health, smoking risk, hookah regulation
Harmon-Kizer, Tracy R., "Consumer Hookah Consumption: Is the Hubble Bubble the New Coffee and Cocktail?" (2009). Management and Marketing Faculty Publications. 37.