O Método dos Itinerários: Uma Contribuição Metodológica das Ciências Sociais à Pesquisa de Consumo em Gestão

Consumer choice has been a focus of interest in the study of consumer behavior for over 50 years. Over time, however, the focus has widened to include not only the moment of purchase itself but also gradually a reflection on the consumer decision process, concerning the selection, consumption and disposal of products and services. More recently, researchers trained in areas like anthropology and sociology have contributed with perspectives that view the process of choice as a social and cultural phenomenon. This paper presents the Itinerary Method — a research approach originally applied in anthropology studies investigating consumption. The method can contribute to consumer research in management inasmuch as it allows investigation of the consumption process - selection, consumption and disposal - within a systemic perspective, that can expand consumer research's comprehension of choice, since it stresses culture as a central element. The method is described, along with its assumptions, operational steps and concrete examples of researches on consumption.