UMA ABORDAGEM ALTERNATIVA PARA A PESQUISA DO CONSUMIDOR: ADOÇÃO DA CONSUMER CULTURE THEORY (CCT) NO BRASIL/AN ALTERNATIVE APPROACH TO CONSUMER RESEARCH: ADOPTION OF CONSUMER CULTURE THEORY (CCT) IN BRAZIL/UN ABORDAJE ALTERNATIVO PARA EL ESTUDIO DEL CONSUMIDOR: ADOPCIÓN DE LA CONSUMER CULTURE THEORY (CCT) EN BRASIL

The field of Consumer Behavior is based on an economic-cognitive perspective with a strong managerial orientation, assuming the individual as a predictable entity that is liable to influence. The 1980s brought an alternative view to this thinking: Consumer Culture Theory (CCT). This perspective assumes a different epistemological orientation from that of the predominant one, based on interpretivism and qualitative research, treating consumption as a cultural phenomenon. The increasing international spread of CCT prompted the study described in this article, to examine whether CCT is consolidated in Brazil. For this, desk research was carried out, using a corpus based on papers published in the area of marketing over the past ten years, by the Marketing Division of the Meeting of the National Association of Postgraduate and Research Programs in Business Administration (EnANPAD) and the ANPAD Marketing Meeting (EMA). The results point to a growing development of studies and research centers related to CCT, revealing that this perspective is currently in the process of being established in Brazil. [PUBLICATION ABSTRACT]