Ritual de Transformação do Gosto no Mercado dos Cafés Especiais Outros Idiomas

ID:
47074
Resumo:
Apesar do campo da cultura de consumo ter realizado diversas pesquisas sobre o papel do ritual no consumo, nenhuma pesquisa, até então, identificou como o consumidor apreciador, por meio de práticas rituais, estabelece e manipula sua própria distinção em relação aos demais consumidores. Tendo como base conceitos da teoria sobre ritual, esta pesquisa explica o papel desempenhado pelo ritual no consumo de apreciação e no gosto do consumidor. Realizando um estudo etnográfico sobre o consumo de apreciação de cafés especiais, o primeiro autor mergulhou no contexto da América do Norte – Toronto, Montreal, Seattle e Nova Iorque – de agosto de 2013 a julho de 2014. Ele utilizou entrevistas longas e observação participante para coletar os dados, que foram interpretados utilizando a abordagem hermenêutica. Foi introduzida a ideia do ritual de transformação do gosto, teorizando sobre o processo que converte consumidores regulares em apreciadores por meio do estabelecimento e reforço das diferenças existentes entre o consumo de massa e de apreciação. Desenvolveu-se uma ampla explicação teórica baseada no ritual de consumo e formação do gosto.
Citação ABNT:
QUINTÃO, R. T.; BRITO, E. P. Z.; BELK, R. The Taste Transformation Ritual in the Specialty Coffee Market . Revista de Administração de Empresas, v. 57, n. 5, p. 483-494, 2017.
Citação APA:
Quintão, R. T., Brito, E. P. Z., & Belk, R. (2017). The Taste Transformation Ritual in the Specialty Coffee Market . Revista de Administração de Empresas, 57(5), 483-494.
Link Permanente:
http://www.spell.org.br/documentos/ver/47074/ritual-de-transformacao-do-gosto-no-mercado-dos-cafes-especiais-/i/pt-br
Tipo de documento:
Artigo
Idioma:
Inglês
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