The Role of Learning in Consumer Value Co-Creation Activities

This paper draws on Self-Directed Learning (SDL) theory (Knowles, 1975) to conceptualize learning for value co-creation as a consumer-centric process. It presents a two-stage empirical investigation of consumer learning that distinguishes consumers in terms of their learning orientation and characterizes their learning strategies.



Citation:

James Bailey, Sally Hibbert, and Heidi Winklhofer (2013) ,"The Role of Learning in Consumer Value Co-Creation Activities", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 314-315.

Authors

James Bailey, University of Nottingham, United Kingdom
Sally Hibbert, University of Nottingham, United Kingdom
Heidi Winklhofer, University of Nottingham, United Kingdom



Volume

E - European Advances in Consumer Research Volume 10 | 2013



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