Consumer Behavior Course Research Articles

Consumer Behavior Classroom Exercises That Really Work

In this article, I describe 5 in-class exercises for use in consumer behavior and related courses. These exercises represent involving and challenging applications of course material for students and have successfully stimulated active participation in small-group and full-class discussions in a variety of academic programs in a European setting.

A Process Approach for Developing Skills in a Consumer Behavior Course

The need for skills in marketing curricula in the 1990s is widely acknowledged; however, questions remain as to how to develop skills in specific courses. This article examines skills development with respect to a consumer behavior course. The core contribution is the presentation of a process approach for integrating skills into various course components. The authors conclude with a critical evaluation of the process approach that discusses implementation issues.

A Customer Analysis Course for the Marketing Curriculum

Customer analysis is an activity that is or should be performed by organizations. The blending of concepts from the traditional consumer behavior course and the marketing research course can provide students with concepts and tools that will enable them to provide useful customer analyses for organizations. The creation of a customer analysis course is also an opportunity for business schools to make their programs more closely aligned with the functions and activities of businesses.

Active-Learning Exercises for Consumer Behavior Courses

This article presents 13 active-learning exercises that can be used to improve lectures and enhance student learning in consumer behavior courses. These exercises involve students in brief activities (e.g., analysis of persuasion techniques in advertising) and discussions. Students in a recent course indicated that these exercises were enjoyable and educational.

Bringing Consumer Behavior to the Workbench: An Experiential Approach

This article outlines an experiential project to be used in an undergraduate consumer behavior course that encourages students to focus on the integration of course concepts into a coherent framework. The project not only illustrates how marketing strategy depends on market behavior, but also facilitates students' ability to synthesize and apply information.

Teaching to the Beat: The Pedagogical Value of Music Videos

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.

Micro Bias and Macro Prejudice in the Teaching of Marketing

It is often stated that the goal of the marketing system is the satisfaction of consumer needs, wants, and desires as consumers themselves define and express them. The marketing concept places marketing and the marketer between the producer and consumer as a facilitator in accomplishing the goal of the marketing system. This article argues that marketing educators must adopt a variety of alternative perspectives in their courses if they are to satisfy the spirit of the marketing concept. The nature of critical thought is outlined and contrasted with traditional thought. A number of critical perspectives on the marketing economy are presented and contrasted with the traditional perspective. Possible readings are suggested and summarized. Explanations are discussed as to why each of the alternatives ought to be part of the marketing curriculum if the goal of the marketing system is as stated above. The author's personal experience in integrating the various perspectives in a one-semester consumer behavior course are reviewed.

The Analysis of Today's Advertising to Educate Tomorrow's Marketers in a Consumer Behavior Course

This article describes an approach to teaching consumer behavior which is based on a series of assignments requiring the students to analyze current advertisements. The research summarized in the article indicates that the approach can motivate students to improve their writing skills and achieve educational objectives beyond the simple acquisition of information about consumer behavior and marketing.

Attitudes of Marketing Teachers Toward Consumer Behavior Courses

A total of 153 marketing educators responded to a questionnaire dealing with the importance of the consumer behavior course within the marketing curriculum. This study found that the consumer behavior course has become one of the most im portant courses in the minds of marketing professors. Younger professors tended to rank the consumer behavior course as comparatively more important than did their older counterparts. Professors from smaller schools seemed to give less importance to consumer behavior than did professors from larger schools.

Attitudes of advertising executives toward the consumer behavior course

What should be taught to marketing students has always been an intriguing question. The marketing curriculum as a whole and specific courses have been the topic of much debate. One of the marketing courses, consumer behavior, was the subject of this research. A survey of advertising executives revealed some interesting perceptions regarding the consumer behavior course. Most executives believed the course was helpful in making decisions in the advertising area. However, the advertising executives ranked the consumer behavior course as only moderately important in usefulness to advertisers when compared with nine other marketing courses. Interestingly, the executives that had completed a consumer behavior course ranked the course lower in importance than the executives who had not taken the course. Generally, advertising executives believed the consumer behavior course was too abstract and theoretical in orientation and could be imporved through the use of case studies and more direct application examples of the consumer behavior theories presented in the course.

Attitudes of Advertising Executives Toward The Consumer Behavior Course

Attitudes of Advertising Executives Toward The Consumer Behavior Course