ERIC Number: EJ1178187
Record Type: Journal
Publication Date: 2018
Abstractor: As Provided
A Recipe for Consumer Insight
Moscato, Emily M.
Marketing Education Review, v28 n2 p104-108 2018
Consumer insights are all around us. Yet it can be difficult for students to examine everyday consumption practices and see how this understanding has application. Using the simple premise of a favorite family recipe, students learn how insight can be hidden in plain sight. Beginning with conducting an in-depth interview, the assignment gives students the opportunity to discover connections to course concepts and apply consumer insights through in-class and independent exercises designed to facilitate critical and creative thinking. The assignment fosters inquisitiveness about common consumption practices and instills a discovery approach to marketing challenges.
Descriptors: Consumer Economics, Assignments, Marketing, Business Administration Education, Interviews, Cooking Instruction, Evaluation, Class Activities, Creative Activities, College Instruction, Instructional Effectiveness
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Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Authoring Institution: N/A
Grant or Contract Numbers: N/A