Unappreciated Practices Creating Value

This study explored the creation of value, based on a practice originally associated with meanings that were considered negative, the lunchbox. An interpretative approach to consumption was adopted to analyze a Brazilian TV show. The results revealed elements that, only after being reframed, have created value for consumers.


Debora Tayt-son, Ana Raquel Rocha, Rafael Ramos, and Angela Da Rocha (2021) ,"Unappreciated Practices Creating Value", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 37-40.


Debora Tayt-son, UFF - Fluminense Federal University
Ana Raquel Rocha, UFF - Fluminense Federal University
Rafael Ramos, UFF - Fluminense Federal University
Angela Da Rocha, Pontifical Catholic University of Rio de Janeiro - PUC-Rio


NA - Advances in Consumer Research Volume 49 | 2021

Share Proceeding

Featured papers

See More


B2. The Prevention Oriented Chameleon: Mimicry in a Prevention Orientation Leads to More Brand Trust

Judith Willberger, Technical University of Munich
Gavan Fitzsimons, Duke University, USA

Read More


Good Gets Better, Bad Gets Worse: The Polarizing Effect of Rating a Consumption Experience

Nahid Ibrahim, University of Alberta, Canada
Gerald Häubl, University of Alberta, Canada
Rory Waisman, University of Alberta, Canada

Read More


When Humans Consume Humanlike Animals: Anthropomorphism, Power, and Cruelty-free Consumption

Ji Myoung Danny Kim, University at Buffalo
Sunyee Yoon, University at Buffalo

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.