Luto do consumidor: entendendo como os consumidores lidam com a perda de experiências extraordinárias
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Resumo
Apesar do interesse pelo papel do consumo no processo de luto, o conceito de luto do consumidor e o processo através do qual os consumidores vivenciam o luto permanecem pouco estudados. Considerando a ruptura trazida pela pandemia da COVID-19 e a necessidade de entender como os consumidores respondem a esse cenário, este artigo tem como objetivo conceituar o luto do consumidor, entendendo os mecanismos criados pelos consumidores para lidar com a perda. Tendo em vista a importância de experiências extraordinárias e seus efeitos transformacionais no corpo e no tecido social, neste estudo netnográfico exploramos a perda de uma experiência extraordinária a partir da investigação com corredores de maratona. O artigo evidencia que o consumidor lida com a perda da experiência por meio de um processo composto por cinco mecanismos, mediados pelas redes sociais, que permitem ao consumidor reverter, reenquadrar e restabelecer a experiência perdida. Os mecanismos de refutação, desespero, abstenção-compensação, transgressão e aceitação mostram como os consumidores se comportam nos diferentes momentos de luto, permitindo-lhes construir suas trajetórias no processo de luto, individual e coletivamente. Como contribuição, expandimos a literatura sobre o luto do consumidor, explicando os processos pelos quais os consumidores passam quando lidam com a perda de uma experiência. Além disso, apresentamos uma perspectiva coletiva sobre o processo de luto, deslocando a análise do luto de um indivíduo ou de uma unidade familiar para a socialização do luto.
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