In intention to contribute with the recent approaches of marketing and consumer behavior that deal with tribes and postmodern communities (Cova, 1997; Cova and Cova, 2002), and following the way of the collectivization in the literature of sociology (Bauman, 2003; Maffesoli, 2002), that discuss the return of the contemporary man to a new search for the collectivity, this research, of qualitative character, have as main objective to collaborate for the understanding of the dynamics of adoption to the practical of the ballroom dancing, this understood as the set of practiced danced by two (Massena, 2006). For this, it was investigated if (and as) this activity exerts the function of linking value (Cova, 1997) enters the members of the community of the dance, and identified if other related goods and services to this activity also they exert this function of linking value. In this way, twenty people (eight of masculine sex and twelve of the feminine sex), inhabitants of Rio de Janeiro and pupils of a famous ballroom dancing school from the neighborhood of Botafogo, had been submitted the interviews, throughout the February of 2008. The results suggest that the ballroom dancing functions as linking value between the members of this community, according to informants, this service is much more an element of connection with the other than a individual and differentiator element. However, the existence of other products related to this activity was not evident that functions as linking value.