Gonçalves, A. (2002). A perfume of utopia: Go shopping at the hypermarket. Communication and Society, No. 4, 315-319. Gonçalves, A. (2002). A utopia scent: Go hypermarket shopping

“I propose to discuss a very recurrent issue in the field of consumption and consumer rights: the comparison between large stores and traditional commerce. I will not focus on the more usual oppositions about prices, accessibility, range of products offered or the customisation of service. (…) The fundamental question is: To what extent traditional commerce and large stores stage two disparate social worlds? To what extent do they provide, really or virtually, different social life experiences? And, finally, to what extent their different social world experiences do contribute to explain consumers’ opinions?” | Read complete article




Albertino Gonçalves


Moisés de Lemos Martins