Abordagem de mercado antiutilitarista: um ensaio sobre o consumo colaborativo
DOI:
https://doi.org/10.5585/remark.v21i2.18074Palavras-chave:
Antiutilitarismo, Utilitarismo, Mercado, Consumo colaborativo, Comportamento do consumidorResumo
Propósito: A crença em um consumidor individualista que apresenta uma atitude marcadamente competitiva, aquisitiva e egoísta em um mercado inflexível é um dos principais credos ontológicos do marketing. No entanto, fenômenos empíricos atuais, como o consumo colaborativo, podem encorajar o surgimento de novos esforços teóricos em direção a uma maior compreensão do mercado. Para progredir com esses esforços, este ensaio teórico visa analisar os aspectos antiutilitaristas do consumo colaborativo que transcendem os fundamentos ontológicos do utilitarismo econômico.
Design/Metodologia/Abordagem: Este ensaio avalia as principais diferenças entre as teorias utilitaristas e antiutilitaristas, no que diz respeito às relações de troca, às ações dos consumidores e ao próprio conceito de mercado. Para tanto, a análise é baseada em uma perspectiva teórica intersubjetiva.
Achados: Longe de se configurar como uma revolução da benevolência ou do altruísmo, o consumo colaborativo pode reorganizar o sistema de produção e circulação de bens e serviços, pois se baseia em princípios ausentes nas teorias utilitárias, como alteridade, reciprocidade e obtenção de benefícios relacionais. Confrontando importantes premissas utilitárias, como a perspectiva de um mercado natural ou a imanência da figura do Homo Economicus, o consumo colaborativo desvia-se das teorizações essencialmente individualistas sobre o comportamento humano. Baseando-se em uma perspectiva antiutilitarista, essas descobertas ampliam alguns limites conceituais presentes no campo do comportamento do consumidor.
Originalidade/Valor: A partir de uma proposição antiutilitarista, apresentamos conceitos que subvertem as perspectivas tradicionais das ações do consumidor, das relações de troca e do próprio mercado, debatendo as fronteiras do campo do comportamento do consumidor.
Downloads
Referências
Arnould, E., & Rose, A. (2016). Mutuality: Critique and substitute for Belk’s “sharing”. Marketing Theory, 16(1), 75-99.
Bachelard, G. (1967). La formation de l'esprit scientifique. Contribution à une psychanalyse de la connaissance objective. Paris : Librairie philosophique J. VRIN.
Bagozzi, R. (1975). Marketing as exchange. The Journal of Marketing, 39, 32-39.
Baldwin, M. (1992). Relational schemas and the processing of social information. Psychological Bulletin, 112(3), 461-484.
Bardhi, F., & Eckhardt, G. (2012). Access-based consumption: The case of car sharing. Journal of consumer research, 39(4), 881-898.
Bastiat, F. (1964). Selected Essays on Political Economy. Princeton: Van Nostrand.
Bauman, Z. (2013). Identity: Coversations With Benedetto Vecchi. Hoboken, NJ: John Wiley & Sons.
Belk, R. (2007). Why not share rather than own? Annals of the American Academy of Political and Social Science, 611(1), 126-140.
Belk, R. (2010). Sharing. Journal of consumer research, 36(5), 715-734.
Belk, R. (2014). You are what you can access: Sharing and collaborative consumption online. Journal of Business Research, 67(8), 1595-1600.
Bentham, J. (1996). An Introduction of the Principles of Morals and Legislation. Oxford: Clarendon Press.
Botsman, R., & Rogers, R. (2011). What's Mine Is Yours: How Collaborative Consumption Is Changing the Way We Live. London: Collins.
Caillé, A. (2001). O princípio de razão, o utilitarismo e o antiutilitarismo. Sociedade e Estado, 16(1-2), 26-56.
Clark, M., & Taraban, C. (1991). Reactions to and willingness to express emotion in communal and exchange relationships. Journal of Experimental Social Psychology, 27 (4), 324-336.
Corciolani, M., & Dalli, D. (2014). Gift-giving, sharing and commodity exchange at Bookcrossing.com: new insights from a qualitative analysis. Management Decision, 52(4), 755-776.
Cova, B. (1997). Community and consumption: Towards a definition of the “linking value” of product or services. European journal of marketing, 31(3/4), 297-316.
Cova, B., & Cova, V. (2001). Tribal aspects of postmodern consumption research: the case of French in‐line roller skaters. Journal of Consumer Behaviour, 1(1), 67-76.
Eckhardt, G., & Bardhi, F. (2015). The sharing economy isn’t about sharing at all. Harvard Business Review. Retrieved from https://hbr.org/2015/01/the-sharing-economy-isnt-about-sharing-at-all.
Eckhardt, G., & Bardhi, F. (2016). The relationship between access practices and economic systems. Journal of the Association for Consumer Research, 1(2), 210-225.
Ertz, M., Durif, F., & Arcand, M. (2016). Collaborative Consumption: Conceptual
Snapshot at a Buzzword. Journal of Entrepreneurship Education, 19(2), 1-23.
Ertz, M., Durif, F., & Arcand, M. (2017). An analysis of the origins of collaborative consumption and its implications for marketing. Academy of Marketing Studies Journal, 21(1), 1-17.
Felson, M., & Spaeth, J. (1978). Community structure and collaborative consumption: A Routine Activity Approach. The American Behavioral Scientist, 21(4), 614-624.
Firat, A., & Dholakia, N. (2006). Theoretical and philosophical implications of postmodern debates: some challenges to modern marketing. Marketing Theory, 6(2), 123-162.
Fiske, A. (1992). The four elementary forms of sociality: framework for a unified theory of social relations. Psychological Review, 99(4), 689-723.
Folkes, V. (2002). Presidential Address: Is Consumer Behavior Different? Advances in Consumer Research, 29, 1-4.
Galbraith, J. K. (2001). The Myth of Consumer Sovereignty. In J. K. Galbraith. The Essential Galbraith (pp. 32-39). Boston: Houghton Mifflin.
Gerhard, F., Silva Júnior, J. T., & Câmara, S. F. (2019). Typifying Sharing Economy and Access Economy. Organizações & Sociedade, 26(91), 795-814.
Hamari, J., Sjöklint, M., & Ukkonen, A. (2015). The sharing economy: Why people
participate in collaborative consumption. Journal of the Association for
Information Science and Technology, 67(9), 2047-2059.
Hobbes, T. (2013). Leviathan - or the matter, form, & power of a common-wealth ecclesiastical and civil. Hamilton ON: McMaster University.
Holt, D. (1997). Poststructuralist lifestyle analysis: Conceptualizing the social patterning of consumption in postmodernity. Journal of Consumer Research, 23(4), 326-350.
Houston, F., & Gassenheimer, J. (1987). Marketing and exchange. The Journal of Marketing, 51, 3-18.
Kuhn, T. (1970). The structure of scientific revolutions. Chicago, IL: University of Chicago Press.
Laamanen, M., Wahlen, S., & Lorek, S. (2018). A moral householding perspective on the sharing economy. Journal of Cleaner Production, 202, 1220-1227.
Laville, J. (2003). Avec Mauss et Polanyi, vers une théorie de l'économie plurielle. Revue du MAUSS, (1), 237-249.
Macinnis, D., & Folkes, V. (2010). The disciplinary status of consumer behavior: A sociology of science perspective on key controversies. Journal of Consumer Research, 36(6), 899-914.
Malinowski, B. (2005). Argonauts of the Western Pacific: An account of native enterprise and adventure in the archipelagoes of Melanesian New Guinea. London: Routledge.
Martins, P. (2008). De Lévi-Strauss a M.A.U.S.S. – Movimento antiutilitarista nas ciências sociais. Itinerários do dom. Revista Brasileira de Ciências Sociais, 23(66), 105-130.
Mauss, M. (2002). The gift: The form and reason for exchange in archaic societies. London: Routledge.
Mcdonald, C. (1962). Western Political Theory: The Modern Age. New York: Harcourt Brace Jovanovivi.
Mill, J. (2004). Utilitarianism. London: Longmans, Green, and Co.
Molz, J. (2013). Social networking technologies and the moral economy of alternative tourism: The case of couchsurfing.org. Annals of tourism research, 43, 210-230.
Olson, J. (1982). Presidential Address: Toward a Science of Consumer Behavior. Advances in Consumer Research, 9, Association for Consumer Research, v-x.
Ozanne, L., & Ballantine, W. (2010). Sharing as a form of anti‐consumption? An examination of toy library users. Journal of Consumer Behaviour, 9(6), 485-498.
Perren, R., & Kozinets, R. V. (2018). Lateral exchange markets: How social platforms operate in a networked economy. Journal of Marketing, 82(1), 20-36.
Polanyi, K. (1957). The great transformation: The political and economic origins of our time. New York: Rinehart.
Pottinger, L. (2018). Growing, guarding and generous exchange in an analogue sharing economy. Geoforum, 96, 108-118.
Schor, J., Fitzmaurice, C., Carfagna, L., Attwood-Charles, W., & Poteat, E. (2016). Paradoxes of openness and distinction in the sharing economy. Poetics, 54, 66-81.
Sheth, J., Gardner, D., & Garrett, D. (1988). Marketing Theory: Evolution and Evaluation. John Wiley & Sons Inc.
Sheth, J., & Uslay, C. (2007). Implications of the revised definition of marketing: from exchange to value creation. Journal of Public Policy & Marketing, 26(2), 302-307.
Simonson, I., Carmon, Z., Dhar, R., Drolet, A., & Nowlis, S. (2001). Consumer research: In search of identity. Annual review of psychology, 52(1), 249-275.
Widlok, T. (2004). Sharing by default? Outline of an anthropology of virtue. Anthropological Theory, 4(1), 53-70.
Wittel, A. (2011). Qualities of sharing and their transformation in the digital age. International Review of Information Ethics, 15(9), 3-8.
Downloads
Publicado
Como Citar
Edição
Seção
Licença
Copyright (c) 2022 Revista Brasileira de Marketing
Este trabalho está licenciado sob uma licença Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
