Communicating Consumer Behavior Ii: A Modified Exercise Using Personal Consumption Journals In Condensed Courses

Abstract

Consumer behavior is an integral part of the undergraduate marketing curriculum and hence instructors should be concerned with providing experiential exercises, which improve students’ basic understanding of consumption behavior. The purpose of this paper is to propose a modification of Williams’ (1995) consumption journal exercise for use in condensed class terms. Included in this proposed modification are a new advertising application and the utilization of the two-way fast feedback evaluation approach advocated by Bateman and Roberts (1995). Finally, the modified exercise is shown to satisfy’ the critical components of experiential learning and to be a valuable learning experience by students.