Magic consumption: a study in the context of soccer fans

Ronan Torres Quintão; Verônica Fujise Pereira; Rafael Antônio Santana Baêta

doi:10.5585/remark.v18i1.3599

Autores

Ronan Torres Quintão IFSP e PPGA do CEFET-MG https://orcid.org/0000-0001-7200-6477
Verônica Fujise Pereira CEFET-MG https://orcid.org/0000-0002-0056-8443
Rafael Antônio Santana Baêta CEFET-MG https://orcid.org/0000-0003-0148-1267

DOI:

https://doi.org/10.5585/remark.v18i1.3599

Palavras-chave:

Cultura de consumo, Magia, Pensamento mágico, Ritual de consumo, Futebol

Resumo

Objetivo do estudo: entender como o consumidor atribui significado mágico ao produto, revestindo-o de poderes mágicos.

Metodologia/abordagem: foram realizadas 10 entrevistas fenomenológicas com torcedores de time de futebol. Os dados qualitativos foram analisados utilizando-se a abordagem hermenêutica.

Originalidade/relevância: a magia está em todo lugar em um estado difuso, entretanto pouco ainda se sabe sobre como os consumidores revestem os produtos de poderes mágicos por meio de rituais de consumo.

Principais resultados: como resultado, a pesquisa explica como o consumidor atribui poder mágico ao produto performando (1) ritual de escolha do produto, (2) ritual de revestimento do pensamento mágico, (3) ritual de uso do produto mágico.

Contribuições teóricas/metodológicas: o trabalho contribui para os estudos sobre pensamento mágico, explicando como os consumidores empreendem esforços para imbuir os objetos de poderes mágicos, assim como papel desses objetos na vida dos consumidores que revestem de magia as suas experiências de consumo.

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Biografia do Autor

Ronan Torres Quintão, IFSP e PPGA do CEFET-MG

Doutor em Administração com ênfase em Marketing pela Escola de Adminstração de São Paulo - EAESP-FGV, São Paulo, (Brasil). Professor do Instituto Federal de São Paulo - IFPS, São Paulo.

Verônica Fujise Pereira, CEFET-MG

Mestra em Administação pelo Centro Federal de Educação Tecnológica de Minas Gerais - CEFET, Minas Gerais, (Brasil).

Rafael Antônio Santana Baêta, CEFET-MG

Bacharel em Administração de Empresas pelo CEFET-MG

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