Learning to Live with an Unruly Consuming Body
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Journal Title
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Volume Title
A1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä
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Date
2024-04
Department
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Mcode
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Language
en
Pages
22
Series
Journal of Consumer Research
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
