The problem here locally is that the people that "non gun folks" would normally go to for leadership tell them emphatically that a .380 is absolute minimum and anything smaller is intolerable as it is simply not going to be effective.
90% of the LGS counter guys will tell them that, 90% of the folks at the range shooting will tell them that, and the local range/CCL instructors will tell them that. It is "Common Wisdom" kinda like the "Law of Supply and Demand".
So they buy/try a small Ruger LCR in .38 Special because they find them everywhere and .38 Special is the way to go for a pocket gun....they go to the range with a more knowledgeable friend and stoke that gun with whatever is on the shelf and available. They shoot 5 rounds and give up on ever learning to use a handgun for self defense.
It's even worse here locally - they go to a CCL class and ask the instructor who tells them "minimum .380 auto or .38 Special revolver" and they rent a Ruger LCP or LCR as this is the smallest gun (it is concealable) in the minimal caliber allowed. They shoot it, it hurts and frightens them, and they are done. Lot's of them. Luckily I have friends at the local LGS and they recommend them to our support group and we save them by nurturing them and informing them and giving them more options in CCL pieces than "go big or stay home on the porch".
I find that once we establish some credibility with many of these folks we can convert and enlighten them and help them....more than many times my Wife and I have watched a Husband/Boyfriend introducing his significant other to shooting/SD/CCL with a large caliber gun. Usually his carry piece or a similar "mans" gun. She gets knocked around and frustrated and watches my Wife hammering targets and makes eye contact. Kelly introduces her to a smaller caliber gun and gives her options and ammunition and invites her to a meeting where we discuss this stuff. More than once we have used range credit that we have paid for to allow others to shoot our guns. We supply the ammunition and targets and let them experience something they may not have been given as an option. You can't believe the number of new shooters we have saved with a 97 year old Colt 1903 and half a box of hand loads after they have been alienated by shooting a rented Springer XD-S in .45!
.
In fact, my Wife is today at the range with her G42 and one of our Colt Model M's and her Ruger LCR with a new friend who actually *has* her CCL but does not carry because she is afraid of the gun she qualified with. She won't /can't carry it and saw Kelly shooting he G42 2 weeks ago at the range. They talked for a bit as she is a petite female like my Wife.
She has her CCL...now we'll introduce her to guns she can handle and actually carry for the day she needs it. With confidence and not fear about what the recoil will do to her. I guess I'm dragging this off topic so I'll leave this line now. I just think there needs to be more options in smaller revolvers in calibers other than .38 Special. I'd think .32 revolvers would be the ticket for many even if they had to go to 5 rounds.
VooDoo