Exploring reflective learning during the extended consumption of life experiences
通过分析19个旅行博客，研究了人们在分享旅行经历等延伸消费过程中发生的反思性学习，发现情感、批判和个人反思三种学习形式，并指出强烈情绪和文化差异能触发反思，甚至带来个人转变。
This study explores the potential for personal transformation resulting from reflective learning that occurs during the extended consumption of life experiences. Extended consumption refers to activities that consist in re-experiencing a life experience, for instance sharing stories/photographs or blogging. Using a directed qualitative content analysis, Hubbs and Brand's (2010) framework is applied to analyze the content of 19 travel blogs and develop an understanding of different forms of consumer learning occurring during the extended consumption experience. The analysis of the travel blogs provides evidence of three forms of reflective leaning during extended consumption: emotional, critical and personal reflection learning. Although a high proportion of the blog narratives do not go beyond surface learning, most bloggers use a combination of the three forms of reflective learning, signifying different levels of reflection. Experiences that produce emotions of high valence and situations that point to differences between the bloggers' home culture and the destinations' characteristics appear to trigger reflective learning, in some instances providing evidence of personal transformation. This research contributes to the experiential consumption literature, providing evidence of consumers' development and transformation during extended consumption, and showing how even negative experiences lead to self-learning.