ABSTRACT
KEY POINTS
The consumption experience cannot be fully understood without considering the individual's social and cultural context.
The consumer reappropriates, renews, and transforms the values and meanings of the product, removing it from the ideology of the market system.
The richness and depth of the consumption experience depends on the individual's capacity to prepare the product.
The preparation of most of the products consumers use on a daily basis provides them with intense and intimate experiences.
Daily preparation and consumption integrate common products into consumers' knowledge structures.
