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Pragmatic Learning Theory: An Inquiry-Action Framework for Distributed Consumer Learning in Online Communities

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  • Rama K. Jayanti
  • Jagdip Singh

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. (c) 2009 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Rama K. Jayanti & Jagdip Singh, 2010. "Pragmatic Learning Theory: An Inquiry-Action Framework for Distributed Consumer Learning in Online Communities," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(6), pages 1058-1081, April.
    • Handle: RePEc:oup:jconrs:v:36:y:2010:i:6:p:1058-1081
    DOI: 10.1086/648689
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    Cited by:

    1. Prigge, Jana-Kristin & Dietz, Beatrix & Homburg, Christian & Hoyer, Wayne D. & Burton, Jennifer L., 2015. "Patient empowerment: A cross-disease exploration of antecedents and consequences," International Journal of Research in Marketing, Elsevier, vol. 32(4), pages 375-386.
    2. Seraj, Mina, 2012. "We Create, We Connect, We Respect, Therefore We Are: Intellectual, Social, and Cultural Value in Online Communities," Journal of Interactive Marketing, Elsevier, vol. 26(4), pages 209-222.
    3. Nadia Steils & Zakia Obaidalahe, 2020. "“Social food”: Food literacy co-construction and distortion on social media," Post-Print hal-03097928, HAL.
    4. Christine Gonzalez & Élodie Huré & Karine Picot-Coupey, 2013. "Mobile application value for consumers," Economics Working Paper Archive (University of Rennes & University of Caen) 201340, Center for Research in Economics and Management (CREM), University of Rennes, University of Caen and CNRS.
    5. Stewart Loane, Susan & D'Alessandro, Steven, 2014. "Empowered and knowledgeable health consumers: The impact of online support groups on the doctor–patient relationship," Australasian marketing journal, Elsevier, vol. 22(3), pages 238-245.
    6. Bosangit, Carmela & Demangeot, Catherine, 2016. "Exploring reflective learning during the extended consumption of life experiences," Journal of Business Research, Elsevier, vol. 69(1), pages 208-215.
    7. Labrecque, Lauren I. & vor dem Esche, Jonas & Mathwick, Charla & Novak, Thomas P. & Hofacker, Charles F., 2013. "Consumer Power: Evolution in the Digital Age," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 257-269.
    8. Huré, Elodie & Picot-Coupey, Karine & Ackermann, Claire-Lise, 2017. "Understanding omni-channel shopping value: A mixed-method study," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 314-330.
    9. Alden, Dana L. & Kelley, James B. & Youn, James B. & Chen, Qimei, 2016. "Understanding consumer motivations to interact on brand websites in the international marketplace: Evidence from the U.S., China, and South Korea," Journal of Business Research, Elsevier, vol. 69(12), pages 5909-5916.
    10. Onishi Hiroshi, 2018. "Consumers’ Social Learning About Videogame Consoles Through Multiple Website Browsing," Journal of Systems Science and Information, De Gruyter, vol. 6(6), pages 495-511, December.
    11. Steils, Nadia & Obaidalahe, Zakia, 2020. "“Social food”: Food literacy co-construction and distortion on social media," Food Policy, Elsevier, vol. 95(C).
    12. Jing Zhao & Sejin Ha & Richard Widdows, 2016. "The influence of social capital on knowledge creation in online health communities," Information Technology and Management, Springer, vol. 17(4), pages 311-321, December.
    13. van Esch, Patrick & Arli, Denni & Gheshlaghi, Mahnaz Haji & Andonopoulos, Vicki & von der Heidt, Tania & Northey, Gavin, 2019. "Anthropomorphism and augmented reality in the retail environment," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 35-42.
    14. Stefan Stremersch & Vardit Landsman & Sriram Venkataraman, 2013. "The Relationship Between DTCA, Drug Requests, and Prescriptions: Uncovering Variation in Specialty and Space," Marketing Science, INFORMS, vol. 32(1), pages 89-110, June.

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