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Not just a mother: embodied and positional aspects of consumer learning from a practice perspective
Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.ORCID iD: 0000-0001-9405-1404
2017 (English)In: Consumption, markets & culture, ISSN 1025-3866, E-ISSN 1477-223X, Vol. 20, no 2, 131-152 p.Article in journal (Refereed) Published
Abstract [en]

Consumer socialization is usually associated with young consumers, but transitions that require learning new types of consumption patterns can occur at any point in life. Although the literature on transitional consumers is quite fragmented, an important body of consumer research explores transitional consumers from the perspective of role theory. Nonetheless, role theory has not problematized learning and due to its static nature role theory tends to overlook how consumer learning becomes embodied over time as well as how this learning is affected by experiences from related practices. With a practice theory approach to learning and based on an ethnographic study of mothering through dinner consumption, this paper highlights learning as an embodied experience influenced by the practitioners’ positioning in time and space as well as by multiple sources among which the market has become increasingly important.

Place, publisher, year, edition, pages
2017. Vol. 20, no 2, 131-152 p.
Keyword [en]
Consumer learning, consumer socialization, embodiment, food consumption, mothering, positioning, practice theory
National Category
Business Administration
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:su:diva-140851DOI: 10.1080/10253866.2016.1193014OAI: oai:DiVA.org:su-140851DiVA: diva2:1083015
Funder
Anna Ahlströms och Ellen Terserus stiftelse
Available from: 2017-03-20 Created: 2017-03-20 Last updated: 2017-03-20Bibliographically approved

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