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

Authors

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

Keywords:

Consumer culture, Magic, Magical thinking, Consumption ritual, Soccer

Abstract

Purpose of the study: To understand how consumers attribute magical meaning to products, coating them with magical powers.

Methodology / approach: Ten phenomenological interviews were conducted with soccer team supporters. Qualitative data were analyzed using the hermeneutic approach.

Originality / relevance: Belief in magic is everywhere in a diffuse state, however little is known about how consumers use magical products through consumption rituals.

Main results: As a result, the research explains how consumers attribute magical power to product-performance (1) rituals of product choice, (2) ritual coating of magical thinking, (3) ritual use of magic products.

Theoretical / methodological contributions: The work contributes to the studies on magical thinking, explaining how consumers imbue objects with magical powers, as well as the role of these objects in the life of consumers who instill magical-thinking in their consumption experiences.

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Author Biographies

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. ronan.quintao@ifsp.edu.br

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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