Mit der Arbeit wird der Versuch unternommen, den Zusammenhängen von Biographie- und individuellen Lernprozessen nachzugehen. Dies erfolgt am Beispiel von acht ostdeutschen ExistenzgründerInnen, die sich nach der Wende in den neuen Bundesländern im Lebensmitteleinzelhandel selbständig gemacht haben. Hierbei interessiert die Frage, inwieweit Erfahrungen den Lernprozeß behindert oder gefördert haben. Die Ergebnisse der Arbeit bestätigen die hohe Relevanz von Erfahrungen, Handlungsmustern und Verhaltensweisen und weisen auf die Bedeutung emotionaler Faktoren im Lernprozeß hin, die den Lernprozeß sowohl behindert, als auch gefördert haben. Die Autorin zieht hieraus den Schluß, daß individuelle Lernprozesse durch Lernberater zu begleiten und durch den Aufbau von Netzwerken zu unterstützen seien. Voraussetzung hierfür ist eine neue Lernkultur, die an den Biographie- und Kompetenzressourcen der Lerner ansetzt und dem Lehrenden eine beratende und moderierende Rolle im Lernprozeß zuweist. Wesentliche Grundlage sind kooperative und reflexive Kompetenzen und die Fähigkeit, eine vertrauensvolle Atmosphäre zu schaffen, in der sich beide Seiten öffnen können. / This paper attempts to look into the interrelationships between biographical and individual learning processes. The work is based on the example of eight female persons who, following German reunification, became self-employed within the food retail trade in the former East German states. The question of interest here is, in how far past experiences have promoted or impeded the learning process. The results of this work confirm the high relevance of experiences, action patterns and behaviour, and point out the significance of emotional factors within the learning process, through which this process was both impeded as well as promoted. The author comes to the conclusion that individual learning processes should be accompanied by educational consultants and supported through the establishment of networks. A pre-requirement for this is a new learning culture that starts out with the biographical and competence resources of the learning person and assigns to the teaching person a counselling and presenting role within the process of learning. The essential fundamentals are co-operative and reflexive competencies and the ability to create a trusting atmosphere within which both sides can open themselves up.

[pt] O presente trabalho se propõe a desenvolver um modelo de aprendizado do consumidor que contemple as dimensões do aprendente, do processo de aprendizagem e dos resultados obtidos neste aprendizado como melhor forma de entender e gerenciar estes consumidores. Para tal conduziu-se uma revisão bibliográfica e seguindo uma perspectiva interdisciplinar e multidisciplinar, recorreu-se às disciplinas de pedagogia, psicologia e marketing para formular tal modelo. Para avaliar o modelo multidisciplinar de aprendizagem, foi desenvolvida uma ferramenta em ambiente de internet que pudesse avaliar de maneira consistente e objetiva, todas as variáveis do modelo. Como resultado surgiram proposições que foram avaliadas em entrevistas com especialistas e correlacionadas a literatura existente. É objetivo deste trabalho entender melhor estes usuários, quer sejam consumidores de e- commerce ou não e poder melhor gerir o processo de aprendizado dos mesmos, algo novo e que terá impacto significativo no sucesso das organizações neste novo milênio. / [en] The purpose of the present dissertation is to develop a consumer learning model that involves multidimensional aspects, considering the learner, the process of learning and the result of learning. This model also should allow to understand and manage these consumers. In this sense, the literature review was provided and according to a standpoint which is both inter and multidisciplinary, contributions from several disciplines like Pedagogy, Psychology and Marketing oriented the construction of the model. In order to evaluate the multidimensional model, a tool was developed in internet environment, considering all variables of the model, consistently and objectively. As result, propositens were originated and evaluated by specialists, in qualitative interviews, and related to the literature review. As result of this dissertation, the better understanding of internet users, consumers or not, can be provided in order to manage their learning process, which is something new and can promote significant impact in organizational success in this new millennium.