Automatic Lover: Linking Consumer Practice to Cultural Texts About the Vibrator

This working paper presents the early stages of an exploratory interpretive study on an emerging type of Brazilian woman as a more overt consumer of sexual products. By using Hirschman, Scott and Wells’ Model of Product Discourse (1998), we analyze consumption practices in comparison to cultural texts about the vibrator. We intend to further understand, with a sociological approach, how women in Brazil create and negotiate meaning through sexually-related consumption; and to examine, with a marketing approach, the effectiveness of product placement and of stealth branding as strategies to market sex to women. Managerial recommendations are also provided.


Luciana Walther (2008) ,"Automatic Lover: Linking Consumer Practice to Cultural Texts About the Vibrator", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, Pages: 221-223.


Luciana Walther, Coppead Graduate School of Business, Brazil


LA - Latin American Advances in Consumer Research Volume 2 | 2008

Share Proceeding

Featured papers

See More


C4. The role of attachment to a human brand in improving eating habits

Amélie Guèvremont, École des Sciences de la Gestion, UQAM

Read More


When Sharing Isn’t Caring: The Influence of Seeking the Best on Sharing Favorable Word of Mouth about Unsatisfactory Purchases

Nicholas J. Olson, Texas A&M University, USA
Rohini Ahluwalia, University of Minnesota, USA

Read More


O1. Choice, Rejection, and Context Effects

Shih-Chieh Chuang, National Chung Cheng University
Yin-Hui Cheng, National Taichung University of Education

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.