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Classifying and classified: An interpretive study of the consumption of cruises by the “new” Brazilian middle class

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  • Rocha, Ana Raquel Coelho
  • da Rocha, Angela
  • Rocha, Everardo

Abstract

The paper seeks to make a contribution in addressing a theoretical gap related to how emerging middle class consumers utilize consumption as a classificatory practice. We adopted an interpretive approach and used the method of participant observation combined with in-depth interviews. Drawing from Bourdieu and Veblen, two main categories were used to explain the use of cruises as a means of classification: distinction and conspicuous consumption. It was found in addition to consumers classifying themselves in relation to others, they classify the time spent, space, artifacts, and the very experience of the cruise itself. The cruise simulates, for a short period of time, the life of the “leisure class,” with its attendant conspicuous consumption and waste.

Suggested Citation

  • Rocha, Ana Raquel Coelho & da Rocha, Angela & Rocha, Everardo, 2016. "Classifying and classified: An interpretive study of the consumption of cruises by the “new” Brazilian middle class," International Business Review, Elsevier, vol. 25(3), pages 624-632.
    • Handle: RePEc:eee:iburev:v:25:y:2016:i:3:p:624-632
    DOI: 10.1016/j.ibusrev.2015.02.006
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    References listed on IDEAS

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    Cited by:

    1. Elsahn, Ziad & Earl, Anna, 2022. "Alternative ways of studying time in qualitative international business research: A review and future agenda," Journal of International Management, Elsevier, vol. 28(3).

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