A Social Identity Perspective on the Legalization of Marijuana in the United States: The Relative Importance of Status Insecurity and Group Membership. (June 2018)

• Record Type: Journal Article
• Authors: Geiger-Oneto, Stephanie; Simkins, Travis
• Is Part Of: Journal of macromarketing. Volume 38:Number 2(2018)
• Page Start: 206
• Page End: 217
• Publication Date: 2018-06
• Subjects: macromarketing -- marketing and society -- social identity theory -- stigma -- legitimation -- marijuana -- cannabis; Marketing -- Periodicals; Marketing -- Social aspects -- Periodicals; 658.802
• DOI: 10.1177/0276146717744245
• Languages: English
• ISSNs: 0276-1467

Abstract

Using Social Identity Theory, this article explores the process by which a stigmatized consumption practice, namely recreational and medical marijuana use, has been gaining regulatory and normative legitimacy. An online panel (N=432) was surveyed about motivations to support the transition of a market from illegal to legal status from people who do not intend to directly participate in it. Consistent with Social Identity Theory, results indicated that that: (1) marijuana users reported a higher level of support for the legalization of medical and recreational marijuana than non-users; (2) status insecurity enhanced the level of support for legalizing medical marijuana among in-group members and decreased the level of support for out-group members (those not identifying with marijuana users). In addition, results suggested that non-users may engage in legitimation practices to benefit their communities rather than promoting individual level benefits. Overall, the present research provides a link between the micro level motivational processes of group members to support/oppose the transition of an illegal market to one with regulatory legitimacy.