The Moral Foundations of the Guns' Proselytism in Brazil

This research maps how pro-gun social media influencers and their publics justify the right to own guns. Relying on Boltanski and Thevenot’s (2006) “logics of justification”, it demonstrates how social actors justify their rights and necessities based on the logics and discourses of the Civic and the Domestic Worlds.


Benjamin Rosenthal and Massimo Airoldi (2020) ,"The Moral Foundations of the Guns' Proselytism in Brazil", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 635-636.


Benjamin Rosenthal, FGV-SP, Brazil
Massimo Airoldi, EM Lyon Business School, France


NA - Advances in Consumer Research Volume 48 | 2020

Share Proceeding

Featured papers

See More


M5. The More Expensive a Gift Is, the More It Is Appreciated? The Effect of Gift Price on Recipients’ Appreciation

Jooyoung Park, Peking University
MENGSHU CHEN, Tencent Holdings Limited

Read More


L4. Attentional Breadth Moderates the Effect of Store Environments on Product Evaluation

Oliver B. Büttner, University of Duisburg-Essen
Benjamin G. Serfas, University of Duisburg-Essen
Daria Euler, University of Duisburg-Essen
Mathias Clemens Streicher, University of Innsbruck, Austria

Read More


Teaching Old Dog New Tricks… and Old Bottles New Jeans. The Role of Implicit Theories in the Evaluation of Recycled Products

Alessandro Biraglia, University of Leeds
J. Josko Brakus, University of Leeds
Lucia Mannetti, Sapienza University of Rome
Ambra Brizi, Sapienza University of Rome

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.