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

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