Learning to Live with an Unruly Consuming Body

Kushagra Bhatnagar, Jack Tillotson, Sammy Toyoki, Benjamin Laker

Research output: Contribution to journalArticleScientificpeer-review

1 Citation (Scopus)

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.
Original languageEnglish
Pages (from-to)1265-1286
Number of pages22
JournalJournal of Consumer Research
Volume50
Issue number6
Early online date26 Jun 2023
DOIs
Publication statusPublished - Apr 2024
MoE publication typeA1 Journal article-refereed

Keywords

  • Consumer learning
  • Consumption repertoires
  • Fecal habitus
  • Learning environments

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