Consumption Skill Acquisition in Ski Schools: Towards a Theory of Embodied Learning

Niklas Woermann, University of Southern Denmark, Denmark
Verena E. Wieser, University of Innsbruck, Austria
Remedying the absence of a cultural theory of consumption skill acquisition, we use video data to explore how consumers learn in ski schools. We identify six modes of skill acquisition and theorize the interplay between the sensori-motor system, the conscious state of skillful coping, and the socially assembled learning situation.
[ to cite ]:
Niklas Woermann and Verena E. Wieser (2016) ,"Consumption Skill Acquisition in Ski Schools: Towards a Theory of Embodied Learning", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 683-684.