Learning to Live with an Unruly Consuming Body
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A1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä
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Date
2024-04
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Language
en
Pages
22
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Journal of Consumer Research, Volume 50, issue 6, pp. 1265-1286
Abstract
Past research shows that successful consumer learning takes place in environments that support cooperative communities of practice, that enable access to refined didactic resources, and that provide a safe, sympathetic backstage for a controllable and able learning body to durably transition from one repertoire to another. This study complements existing research by investigating a group of lactose-intolerant consumers who must learn to transition to a new consumption repertoire because of socially embarrassing symptoms. Consumers must engage in high-risk, unguided, experiential learning pathways in a less than sympathetic frontstage, without the support of a cooperative community or a well-developed vocabulary, and while grappling with an impaired and unruly body in a dynamic marketplace. The findings demonstrate that consumers adapt to this hostile learning environment by surfing between different consumption repertoires in a fluid, impermanent manner.Description
Keywords
Consumer learning, Consumption repertoires, Fecal habitus, Learning environments
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Citation
Bhatnagar, K, Tillotson, J, Toyoki, S & Laker, B 2024, ' Learning to Live with an Unruly Consuming Body ', Journal of Consumer Research, vol. 50, no. 6, pp. 1265-1286 . https://doi.org/10.1093/jcr/ucad041