From Thinking to Doing: Toward a Hands-On Consumer Behavior Course

Abstract

The undergraduate consumer behavior course is ideally suited to experiential learning. This presentation includes some suggestions that allow students to get their hands dirty by studying consumption firsthand. These ideas include a set of field projects encouraging students to apply course concepts (e.g., media logs to track product placement on popular sitcoms, collection of photos exemplifying current ideals of beauty, a ritual photoessay, etc.), a group project focused on popular culture phenomena, and the use of web-based resources to enhance the classroom experience. The latter activities include a new collaborative undertaking: A web-based data collection tool that monitors emerging trends and fashions among college students currently taking the Consumer Behavior course in participating universities. This project provides real-time feedback to participants about cool and uncool products and activities at different schools, and simultaneously serves as a real- world springboard that allows the instructor to address such topics as diffusion of innovations, fashion trends, and lifestyle segmentation.