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Learning to live with an unruly consuming body

Bhatnagar, K., Tillotson, J. S., Toyoki, S. and Laker, B. ORCID: (2023) Learning to live with an unruly consuming body. Journal of Consumer Research. ISSN 1537-5277

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To link to this item DOI: 10.1093/jcr/ucad041


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.

Item Type:Article
Divisions:Henley Business School > Leadership, Organisations and Behaviour
ID Code:112105
Publisher:Oxford University Press

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