Consumo mágico: um estudo no contexto de torcedores de futebol
DOI:
https://doi.org/10.5585/remark.v18i1.3599Palavras-chave:
Cultura de consumo, Magia, Pensamento mágico, Ritual de consumo, FutebolResumo
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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