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What are the off-roaders looking for? (keynote used at Eastern Sociology Society Annual Meeting 2012)
What are the off-roaders looking for? (keynote used at Eastern Sociology Society Annual Meeting 2012)
What are the off-roaders looking for? (keynote used at Eastern Sociology Society Annual Meeting 2012)
What are the off-roaders looking for? (keynote used at Eastern Sociology Society Annual Meeting 2012)
What are the off-roaders looking for? (keynote used at Eastern Sociology Society Annual Meeting 2012)
What are the off-roaders looking for? (keynote used at Eastern Sociology Society Annual Meeting 2012)
What are the off-roaders looking for? (keynote used at Eastern Sociology Society Annual Meeting 2012)
What are the off-roaders looking for? (keynote used at Eastern Sociology Society Annual Meeting 2012)
What are the off-roaders looking for? (keynote used at Eastern Sociology Society Annual Meeting 2012)
What are the off-roaders looking for? (keynote used at Eastern Sociology Society Annual Meeting 2012)
What are the off-roaders looking for? (keynote used at Eastern Sociology Society Annual Meeting 2012)
What are the off-roaders looking for? (keynote used at Eastern Sociology Society Annual Meeting 2012)
What are the off-roaders looking for? (keynote used at Eastern Sociology Society Annual Meeting 2012)
What are the off-roaders looking for? (keynote used at Eastern Sociology Society Annual Meeting 2012)
What are the off-roaders looking for? (keynote used at Eastern Sociology Society Annual Meeting 2012)
What are the off-roaders looking for? (keynote used at Eastern Sociology Society Annual Meeting 2012)
What are the off-roaders looking for? (keynote used at Eastern Sociology Society Annual Meeting 2012)
What are the off-roaders looking for? (keynote used at Eastern Sociology Society Annual Meeting 2012)
What are the off-roaders looking for? (keynote used at Eastern Sociology Society Annual Meeting 2012)
What are the off-roaders looking for? (keynote used at Eastern Sociology Society Annual Meeting 2012)
What are the off-roaders looking for? (keynote used at Eastern Sociology Society Annual Meeting 2012)
What are the off-roaders looking for? (keynote used at Eastern Sociology Society Annual Meeting 2012)
What are the off-roaders looking for? (keynote used at Eastern Sociology Society Annual Meeting 2012)
What are the off-roaders looking for? (keynote used at Eastern Sociology Society Annual Meeting 2012)
What are the off-roaders looking for? (keynote used at Eastern Sociology Society Annual Meeting 2012)
What are the off-roaders looking for? (keynote used at Eastern Sociology Society Annual Meeting 2012)
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What are the off-roaders looking for? (keynote used at Eastern Sociology Society Annual Meeting 2012)

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Transcript

  • 1. What are the off-roaders looking for?A sociological study of Brazilian adventure car consumers Eduardo Vicente Gonçalves http://about.me/cuducos
  • 2. Someone arriving from abroad in Brazil might be surprised bythe amount of passenger cars equipped with off-road gear. Afew of them with a spare tire on the hatchback door, otherswith lateral step pads and with bull bars in front of thebumpers, almost all of them with a raised suspension and on/off-road tires. This foreigner would believe that the owners ofthese cars enjoy their weekends at places with difficult access.But we know that this is not quite the case. Valor Online
  • 3. What are the motivations behind the choice for an off-road-like car? What are the nature of the social relations established through these choices?
  • 4. New Economic Sociology + Sociology of Consumption
  • 5. beyond the use-value high classes as a reference status, conspicuousnesssocial privileges and groups differentiation-imitation
  • 6. consumption and class culturehabitus & fieldsocial and cultural capital
  • 7. institutions given interestsindividuals social forged interests
  • 8. VivianaZelizer
  • 9. Viviana Zelizerthreeapproaches:extensioncontextalternative
  • 10. Viviana Zelizerthree commonapproaches: standpoint:extension hostilecontext wordsalternative
  • 11. Viviana Zelizerthree common theoreticalapproaches: standpoint: proposal:extension hostile multiplecontext words marketsalternative
  • 12. Practice theories comprehend non-instrumentalist notions ofconduct, both observing the roleof routine on the one hand, andemotion, embodiment and desire on the other. Alan Warde
  • 13. hypothesis
  • 14. hypothesis usages feel closer to natureecological expression status bad paved roads aggressive traffic benefit-cost issues visual style
  • 15. Desk research (newspaper, magazines, advertisement)Contextual interviews with salespeopleIn-depth interviews with consumers CrossFox, Palio Weekend Adventure e EcoSport (different cities, ages, occupations etc.)
  • 16. “we don’t drive inbad road conditions, only on asphalt” comfortair conditioning, power steering safetystreets, protection, intimidation visual aesthetic, adventure
  • 17. “it’s about feelingpowerful; and I wouldn’tknow how to explain this powerful” “and… well, because yes!”“I’m in love with my car,my little yellow one!…” affection & emotion
  • 18. payment options, assurance, taxes… benefit-cost oeconomicus
  • 19. colors, optional devices and gearcomfortsafetyself-confidence powerful ones on the way
  • 20. lifestyleperceived benefit-cost feelings
  • 21. muito obrigado
  • 22. muito obrigadothank you very much
  • 23. Pictures: http://www.flickr.com/photos/gilderic http://www.flickr.com/photos/ 15745331@N04 http://www.flickr.com/photos/takomabibelot http://www.flickr.com/photos/carlos_seo http://www.flickr.com/photos/nasebaer http://www.flickr.com/photos/BKM_BR http://www.flickr.com/photos/gilderic http://www.flickr.com/photos/ 36423017@N07 http://www.flickr.com/photos/simpler http://www.flickr.com/photos/riotemporada http://www.flickr.com/photos/brunoderegge http://www.flickr.com/photos/calliopemuito obrigado http://www.flickr.com/photos/mythoto http://www.flickr.com/photos/bisgovuk http://www.flickr.com/photos/_davo_ http://flickr.com/photos/loreniathank you very much http://www.flickr.com/photos/bupswee http://www.flickr.com/photos/helga http://www.flickr.com/photos/elbragon/ http://www.flickr.com/photos/izfotos http://www.flickr.com/photos/awfulshot http://www.flickr.com/photos/8268197@N02 http://www.flickr.com/photos/amdavidson http://www.flickr.com/photos/bindermichi

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