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The Embodiment of Consumer Knowledge

Author

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  • Nick Llewellyn
  • Linda L Pricer
  • Zeynep Arsel

Abstract

An investigation into the embodiment of consumer knowledge is presented, drawing on ethnomethodology and the allied field of conversation analysis. Analyzing video recordings of 189 service encounters at the ticket desk of an art gallery, the study explores the embodiment of consumer knowledge, how consumer knowledge is witnessable from quotidian details of customers’ embodied conduct, how they talk, move their bodies, gesture, handle objects, and cast their gaze. Consumer knowledge is shown to be socially organized, with social considerations informing what customer should know, and how customers’ faulty assertions and claims should be treated. In the way firms approach consumer knowledge, the article describes how they might create or undermine interactive value. This article breaks new ground by demonstrating that consumer knowledge is relevant for understanding the actions of consumers, not only as a result of cognitive processes but also as it is embodied.

Suggested Citation

  • Nick Llewellyn & Linda L Pricer & Zeynep Arsel, 2021. "The Embodiment of Consumer Knowledge," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 48(2), pages 212-234.
    • Handle: RePEc:oup:jconrs:v:48:y:2021:i:2:p:212-234.
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    File URL: http://hdl.handle.net/10.1093/jcr/ucab003
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    Citations

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    Cited by:

    1. Joy, Annamma & Wang, Jeff Jianfeng & Orazi, Davide C. & Yoon, Seyee & LaTour, Kathryn & Peña, Camilo, 2023. "Co-creating affective atmospheres in retail experience," Journal of Retailing, Elsevier, vol. 99(2), pages 297-317.
    2. Papaporn Chaihanchanchai & Saravudh Anantachart, 2023. "Encouraging green product purchase: Green value and environmental knowledge as moderators of attitude and behavior relationship," Business Strategy and the Environment, Wiley Blackwell, vol. 32(1), pages 289-303, January.
    3. Martin E. Lichtenstern & Sajid Anwar & Hammad Siddiqi, 2024. "Unraveling the Fallacy of Expertise: Exploring the Influence of Product-Related Experience on Consumer Perception of Product Knowledge," Sustainability, MDPI, vol. 16(5), pages 1-19, March.
    4. Ahmed, Iram & Arnott, David & Dacko, Scott & Wilson, Hugh N., 2022. "Trying on a role: Mentoring, improvisation and social learning in luxury retailing," Journal of Business Research, Elsevier, vol. 144(C), pages 1039-1051.

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