The joint effect of marketing and extended self-psychology on consumer behavior—the example of the “soft”

HIGHLIGHTS

SUMMARY

Unlike the relatively solid tobacco industry, the betel-nut industry generated over $20 billion in output value for China`s largest betel nut province, Hunan Province, in 2017 alone, and the industry as a whole is expected to total over $100 billion in output value by 2027[2], with the ever-increasing number of betel nut users supporting such a sizeable industry. This shows that firstly, the betel-nut industry word 2019 its transformation to promote betel nut as a younger, harmless snack to a younger group; secondly, the marketing to some specific groups . . .

 



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