Consumption, Commitment and Groups: Understanding the Anime Tribe

The objective of this study is to understand anime tribes. More precisely, analyze their values, consumption practices, organization, behaviour and culture. The research methods were primarily ethnographic, featuring video, photography and field notes. Analysis of the tribe’s organization highlighted the individual’s level of commitment to the tribe.


Eduardo Godoy and Claudia Acevedo (2014) ,"Consumption, Commitment and Groups: Understanding the Anime Tribe", in LA - Latin American Advances in Consumer Research Volume 3, eds. Eva M. González, Tina M. Lowrey, and , Duluth, MN : Association for Consumer Research, Pages: 62-63.


Eduardo Godoy, University of Sao Paulo, Brazil
Claudia Acevedo, University of Sao Paulo and FMU , Brazil


LA - Latin American Advances in Consumer Research Volume 3 | 2014

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