Abstract
The use of art forms to add value to the marketing curriculum is receiving increasing attention. Overlooked, however, has been one of the most popular and ubiquitous of contemporary art forms—the music video. This article examines the pedagogical value of the country music video in communicating and reinforcing core American cultural values presented in a consumer behavior course. Results indicate that music videos are effective in influencing student's attitudes toward the course and in producing a greater understanding of the construct of culture.
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