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The taste transformation ritual in the specialty coffee market

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dc.contributor.author Quintão, Ronan Torres
dc.contributor.author Brito, Eliane Pereira Zamith
dc.contributor.author Belk, Russell W.
dc.date.accessioned 2022-04-29T19:12:02Z
dc.date.available 2022-04-29T19:12:02Z
dc.date.issued 2017
dc.identifier.citation QUINTÃO, R. T.; BRITO, E. P. Z.; BELK, R. W. The taste transformation ritual in the specialty coffee market. Revista de Administração de Empresas, São Paulo, v. 57, n. 5, p. 483-494, set./out. 2017. pt_BR
dc.identifier.issn 2178-938X
dc.identifier.uri https://doi.org/10.1590/S0034-759020170506 pt_BR
dc.identifier.uri http://www.sbicafe.ufv.br/handle/123456789/13494
dc.description.abstract Although the consumer culture field has addressed the role of ritual processes in consumption, no research has yet identified how connoisseur consumers, through ritual practices, establish and manipulate their distinction from other consumers. Drawing on key concepts from ritual theory, this research addresses the role played by ritual in connoisseurship consumption and consumers’ taste. In conducting an ethnographic study on connoisseurship consumption, the first author immersed himself in the North American specialty coffee context—Toronto, Montreal, Seattle, and New York—from August 2013 to July 2014. He used long interviews and participant observation to collect data, which was then interpreted using a hermeneutic approach. We introduce the taste transformation ritual, theorizing the process that converts regular consumers into connoisseur consumers by establishing and reinforcing differences between mass and connoisseurship consumption. We develop a broader theoretical account that builds on consumption ritual and taste formation. pt_BR
dc.format pdf pt_BR
dc.language.iso en pt_BR
dc.publisher Fundação Getulio Vargas, Escola de Administração de Empresas de São Paulo pt_BR
dc.relation.ispartofseries Revista de Administração de Empresas;v.57, n.5, 2017
dc.rights Open Access pt_BR
dc.subject Ritual de consumo pt_BR
dc.subject Consumo de apreciação pt_BR
dc.subject Gosto pt_BR
dc.subject Etnografia pt_BR
dc.subject Café especial pt_BR
dc.subject.classification Cafeicultura::Processos industriais e novos produtos pt_BR
dc.title The taste transformation ritual in the specialty coffee market pt_BR
dc.type Artigo pt_BR

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