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Articles

Status Consumption in Emerging Markets: Evidence from Brazil

, ORCID Icon & ORCID Icon
Pages 81-103 | Received 09 Jul 2021, Accepted 09 Dec 2021, Published online: 10 Feb 2022
 

Abstract

This study aimed to evaluate the influence of cultural capital on status consumption in the middle class of Brazil. It was conducted via three focus groups and 18 individual semi-structured interviews, involving middle-class adult men from Belo Horizonte, Brazil. Based on content analysis, we analyzed various items of status consumption and identified several differences between members of the lower and upper middle class, with high and low cultural capital. Results indicate that the distinction is sharp in some social consumption fields (cooking practices, language skills, and travel) yet only slight in other categories (sports, technological, and home products).

RESUMEN

Este estudio tiene por objeto evaluar la influencia del capital cultural en el estatus del consumo de la clase media brasileña. Se realizó a través de tres grupos focales y 18 entrevistas semiestructuradas individuales, que involucraron a hombres adultos de la clase media de Belo Horizonte, Brasil. Con base en el análisis de contenido, analizamos varios ítems de consumo e identificamos varias diferencias entre personas de la clase media baja y alta, con capital cultural bajo y alto. Los resultados indican que la distinción ocurre de forma marcada en algunos campos de consumo social (prácticas culinarias, habilidades lingüísticas y viajes) y levemente en otras categorías (productos deportivos, tecnológicos y domésticos).

RESUMO

O objetivo do presente trabalho é avaliar a influência do capital cultural no consumo de status da classe média brasileira. O estudo foi realizado por meio de três grupos focais e 18 entrevistas individuais semiestruturadas com homens adultos, de classe média, de Belo Horizonte, Brasil. Com base na análise de conteúdo, foram examinados diversos itens do consumo de status e identificadas várias diferenças entre as pessoas de classe média inferior e superior, com capital cultural elevado e baixo. O resultado indica que as diferenças ocorrem de forma marcante em alguns campos do consumo social (maneira de cozinhar, habilidades linguísticas e viagens) e de modo mais tênue em outras categorias (esportes, produtos de tecnologia e itens para o lar).

Notes

1 Typical Brazilian dish.

2 Brazil’s largest public street party.

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