Communicating Consumer Behavior: A Long-Term Integrated Exercise Using Personal Consumption Journals and Consumer Analysis Papers

Authors

  • Laura A. Williams

Abstract

Consumer behavior is an integral part of the undergraduate marketing curriculum. For this reason, instructors should be concerned with providing experiential exercises, which improve the student’s basic understanding of consumption behavior. The purpose of this paper is to describe the use of consumption journals and consumer analysis papers to expand students’ understanding of consumer behavior principles. Included in the description of the assignment are administration procedures, examples of students’ work, and grading procedures. Overall, this exercise satisfies the critical components of experiential learning and is thought to be a valuable learning experience by students.

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Published

1995-03-06