What are the off-roaders looking for?

Slides used at Eastern Sociology Society Annual Meeting 2012.

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 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
4. 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?
5. New Economic Sociology Sociology of Consumption +
6. beyond the use-value high classes as a reference status, conspicuousness social privileges and groups differentiation-imitation
7. consumption and class culture habitus & field social and cultural capital
8. given interests social forged interests institutions individuals
9. Viviana Zelizer
10. Viviana Zelizer three approaches: extension context alternative
11. Viviana Zelizer common standpoint: hostile words three approaches: extension context alternative
12. Viviana Zelizer theoretical proposal: multiple markets common standpoint: hostile words three approaches: extension context alternative
13. 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
15. hypothesis
16. hypothesis usages feel closer to nature ecological expression status bad paved roads aggressive traffic benefit-cost issues visual style
17. 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.)
18. “we don’t drive in bad road conditions, only on asphalt” comfort air conditioning, power steering safety streets, protection, intimidation visual aesthetic, adventure
19. “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
20. payment options, assurance, taxes… benefit-cost oeconomicus
21. colors, optional devices and gear comfort safety self-confidence powerful ones on the way
22. lifestyle perceived benefit-cost feelings
24. muito obrigado
25. muito obrigado thank you very much
26. muito obrigado thank you very much 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/calliope http://www.flickr.com/photos/mythoto http://www.flickr.com/photos/bisgovuk http://www.flickr.com/photos/_davo_ http://flickr.com/photos/lorenia 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