Marketing
Document Type
Article
Publication Date
4-1-2010
Publication Title
Journal of Consumer Research
Abstract
We examine consumer social learning from distributed inquiry capabilities in online communities. Using an inquiry-action framework rooted in pragmatic learning theory, we longitudinally trace community inquiry processes and their link to individual action in six health-related online communities. Our interpretive analyses reveal leaps and lapses in social learning. Generative learning is evident when collective productive inquiry is linked to expanding individual action repertoires. Individual disengagement diverts inquiry and disrupts inquiry-action linkages, creating lapses that degenerate learning. Within these extremes, instances of individual faltering are evident when inquiry is productive but individuals fail to leverage inquiry for empowered action.
Repository Citation
Jayanti, Rama k., "Pragmatic learning theory: an inquiry-action framework for distributed consumer learning in online communities" (2010). Marketing. 2.
https://engagedscholarship.csuohio.edu/busmarkt_facpub/2
Original Citation
Jayanti, R. K., Singh, J. (2010). Pragmatic learning theory: an inquiry-action framework for distributed consumer learning in online communities. Journal Of Consumer Research, 36(6), 1058-1081.
DOI
10.1086/648689
Version
Publisher's PDF
Publisher's Statement
@ 2010 The University of Chicago Press
Volume
36
Issue
6
