Nuances of Cooperation and Competition Among Lower-Class Consumers

Rodrigo Castilhos, Universidade Federal do Rio Grande do Sul, Brazil
Hélène Gorge, Université Lille Nord de France-SKEMA Business School, France
This paper aims to analyze how lower-class consumers engage in communal relationships. Drawing from Bourdieu`s conceptualization of social capital we conducted an ethnography of a squatter neighborhood in Brazil. Findings reveal a broad opposition between cooperative and competitive relationships, which arise from a combination of moral, structural, and situational conditions.
[ to cite ]:
Rodrigo Castilhos and Hélène Gorge (2014) ,"Nuances of Cooperation and Competition Among Lower-Class Consumers", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 260-264.