CONCEPTUALIZING CONSUMER'S LEARNING ADOPTION OF NEW VALUES

Abstract

The era of modernization has produced a paradigm shift offering
a new way of thinking. In the interactive process that links
business with its market, a new way of thinking has been created
within two domains. First, a business is conditioned by its
competitive environment to adapt product innovativeness.
Consequently, new values exist. Second, the market has
accumulated consumption experience by providing references.
Within this perspective, consumer learning capability is used to
respond to the existence of new values. This research aims to
discuss learning capability where the consumer contextualizes
new values, i.e., transforming the values into a new context, and
at the same time, develops a mechanism for values
operationalization. Respondents were chosen among
undergraduate students of University "X" - Palembang, and
Content Analysis of their narratives was applied. Keywords
related to consumer learning and adopting new values were also
identified using emergent coding. Then, the quantitative approach,
ie. Regression Analysis was employed to achieve a complete
understanding of consumer learning in the adoption of new values