Vivian B. Martin, Central Connecticut State University, USA Getting started on a formal grounded theory is daunting for many grounded theorists, but now, as I tweak a nearly complete one, I find that knowing when to stop, to come in out of the rain, so to speak, can be a challenge, too. After more than a decade of procrastinating, one of the lessons for me was one I knew but needed reminding of—the implications of the core help shape and delimit the formal grounded theory (Glaser, 2007). Maybe if I had pasted this to my computer and read it each day I could have cut my theory development time considerably. But having a mantra does not clear the path to a theory. A formal grounded theory takes on the world of knowledge far more boldly than does a substantive theory, which is based in one subdiscipline. It is not always simple to clear a path through the competing knowledge claims and epistemologies on the phenomenon one is studying. This was especially true of my theory on defensive disattending, which is evident throughout micro and macro level spheres of life. Defensive disattending explains the processes through which people seek to protect themselves from information, people, and situations they perceive as threats to their sense of self, comfort, autonomy, freedom, power, or belief system. It is evident in areas as diverse as personal relationships (patient-doctor, the spouse swatting away evidence of a cheating mate) to the ways the NFL (National Football League) refused to accept that concussions cause brain damage and created a system to fight the evidence. It became all too clear during the polarizing 2016 Presidential campaign in the US and its aftermath, where fake news and “alternative facts” became substitutes for facts people did not want to face. Through discounting awareness, the core of the theory, a range of disattending strategies allow people to distance themselves from discomfort or threat. Typically, the offending phenomenon works its way into the frame of awareness, forcing an encounter that people ignore, marginalize or aggressively resist. Temporality and emotionality are dimensions of the encounters as well. The various types of disattending strategies do not typically resolve into moments of acceptance. Generally, people continue to fight the fight unless phenomenon from the outside disrupt the cycle—the anti-vaccine parent’s child gets really ill, or people’s social network changes. In extreme cases, “organizing doubt,” becomes a strategy for governments and organizations – tobacco, the NFL, oil companies—that, due to high stakes, wage war on the truth. In many ways, the theory of defensive disattending is a theory about the social interaction of denial. My substantive theory of purposive attending, which focused on how people deal with news media in everyday life, launched my examination of attending and disattending (Martin, 2004, 2008). Despite my focus on the interplay of awareness, the evaluation of relevance and attending, I became more interested in the many ways in which awareness could be snuffed out before it emerged fully. Glaser and Straus’s use of discounting awareness (1964, 1965) had intrigued me on many levels. It contained a number of implications in its discussion of the way medical professionals carried on their conversations and routines in front of comatose or mentally disabled people they assumed could not hear or understand them. The sociologist Erving Goffman (1974/1986) had invoked their work in his discussion of how people move situations in and out of frame. I saw possible connection to these understandings in...