Dimensão ritual do comportamento de consumo

RAE-CLÁSSICOS

Dimensão ritual do comportamento de consumo

Dennis W. Rook

Marshall School of Business – University of Southern California

RESUMO

No dia-a-dia, as pessoas participam regularmente de diversas atividades ritualizadas, seja no lar, no trabalho ou no lazer, tanto como indivíduos quanto como membros de uma comunidade maior. A pessoa média também depende de diversos eventos rituais para marcar os acontecimentos signifi cativos de sua vida, como a formatura, o casamento e a morte. Apesar dessas experiências rituais abrangentes e plenas de significado, a pesquisa sobre o consumidor tem falhado em reconhecer esse amplo domínio comportamental. Este artigo apresenta e elabora o construto ritual como veículo para a interpretação do comportamento de consumo e apresenta os resultados de dois estudos exploratórios que investigam o conteúdo artefatual e psicossocial dos rituais de cuidados pessoais de adultos jovens.

Palavras-chave: Comportamento do consumidor, ritual, pesquisa qualitativa, etnografia, artefatos.

ABSTRACT

In daily living, people participate regularly in a variety of ritualized activities at home, work, and play, both as individuals and as members of some larger community. The average person also relies on various ritual events to mark such significant life passages as graduation, marriage, and death. Despite these pervasive and meaningful ritual experiences, consumer research has largely failed to recognize this extensive behavioral domain. The present article introduces and elaborates the ritual construct as a vehicle for interpreting consumer behavior and presents the results of two exploratory studies that investigate the artifactual and psychosocial contents of young adults' personal grooming rituals.

Keywords: Consumer behavior, ritual, qualitative research, ethnography, artifact.

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Artigo convidado.

Aprovado em 01.02.2006.

Dennis W. Rook

Professor de Marketing Clínico na Marshall School of Business – University of Southern California. Interesses de pesquisa nas áreas de comportamento e psicologia do consumidor, pesquisa qualitativa, estratégia e planejamento de marketing. E-mail: [e-mail]

Endereço: The Marshall School of Business at USC, Department of Marketing, Accounting Building 301K, Los Angeles, CA – USA, 90089-0443.

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Datas de Publicação

• Publicação nesta coleção
  31 Maio 2012
• Data do Fascículo
  Mar 2007

Histórico

• Aceito
  01 Fev 2006
• Recebido
  01 Fev 2006