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The Consumer Culture Theory - (CCT) is a stream of studies that uses the interpretive perspective for answering questions about consumer phenomena that go beyond the utilitarian logic. The present work presents a reflection over the usage of CCT in contemporary times, having as a background an empirical study of consumption of yogurt, took into consideration the cultural and socially shared aspects which guides this phenomenon. As a research strategy were adopted an inductive interpretive perspective with qualitative approach, through fifteen in-depth interviews with householders which also were yogurt consumers. Lined up with anthropological studies about the meanings of the power of rituals in Brazil and the theories of symbolic and hedonistic consumption, the study unveiled that the purchase and consumption of yogurt went far beyond the rational and economic logic of utilitarianism, and reaffirmed that CCT studies can contribute to the development of marketing, not only academically, but also in the daily management of the marketing mix. [ABSTRACT FROM AUTHOR]