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What are the off-roaders looking for?A sociological study of Brazilian adventure car consumers
Eduardo Vicente Gonçalveshttp://about.me/cuducos
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Someone arriving from abroad in Brazil might be surprised by the amount of passenger cars equipped with off-road gear. A few of them with a spare tire on the hatchback door, others with lateral step pads and with bull bars in front of the bumpers, almost all of them with a raised suspension and on/off-road tires. This foreigner would believe that the owners of these cars enjoy their weekends at places with difficult access. But we know that this is not quite the case.
Valor Online
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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?
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New Economic Sociology
Sociology of Consumption+
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beyond the use-value
high classes as a reference
status, conspicuousness
social privileges and groups
differentiation-imitation
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consumption and class culture
habitus & field
social and cultural capital
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given interests
social forged interests
institutions
individuals
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VivianaZelizer
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VivianaZelizer
three approaches:extensioncontextalternative
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VivianaZelizer
common standpoint:hostile words
three approaches:extensioncontextalternative
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VivianaZelizer
theoretical proposal:multiple markets
common standpoint:hostile words
three approaches:extensioncontextalternative
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Practice theories comprehend
non-instrumentalist notions of
conduct, both observing the role
of routine on the one hand, and
emotion, embodiment and desire
on the other.
Alan Warde
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hypothesis
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hypothesis
usagesfeel closer to nature
ecological expressionstatus
bad paved roadsaggressive traffic
benefit-cost issuesvisual style
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Desk research (newspaper, magazines, advertisement)
Contextual interviews with salespeople
In-depth interviews with consumers CrossFox, Palio Weekend Adventure e EcoSport (different cities, ages, occupations etc.)
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“we don’t drive in bad road conditions,
only on asphalt”
comfortair conditioning, power steering
safetystreets, protection, intimidation
visualaesthetic, adventure
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“it’s about feeling powerful; and I wouldn’t know how to explain this
powerful”
“and… well, because yes!”
“I’m in love with my car, my little yellow one!…”
affection & emotion
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payment options, assurance, taxes…benefit-cost
oeconomicus
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colors, optional devices and gearcomfort safetyself-confidence
powerful ones on the way
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lifestyle perceived benefit-cost
feelings
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muito obrigado
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muito obrigadothank you very much
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muito obrigadothank you very much
Pictures:http://www.flickr.com/photos/gilderichttp://www.flickr.com/photos/15745331@N04http://www.flickr.com/photos/takomabibelothttp://www.flickr.com/photos/carlos_seohttp://www.flickr.com/photos/nasebaerhttp://www.flickr.com/photos/BKM_BRhttp://www.flickr.com/photos/gilderichttp://www.flickr.com/photos/36423017@N07http://www.flickr.com/photos/simplerhttp://www.flickr.com/photos/riotemporadahttp://www.flickr.com/photos/brunodereggehttp://www.flickr.com/photos/calliopehttp://www.flickr.com/photos/mythotohttp://www.flickr.com/photos/bisgovukhttp://www.flickr.com/photos/_davo_http://flickr.com/photos/loreniahttp://www.flickr.com/photos/bupsweehttp://www.flickr.com/photos/helgahttp://www.flickr.com/photos/elbragon/http://www.flickr.com/photos/izfotoshttp://www.flickr.com/photos/awfulshothttp://www.flickr.com/photos/8268197@N02http://www.flickr.com/photos/amdavidsonhttp://www.flickr.com/photos/bindermichi