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ERIC Number: EJ1178206
Record Type: Journal
Publication Date: 2018
Pages: 9
Abstractor: As Provided
ISSN: ISSN-1052-8008
Role-Playing in a Consumption Context: An Experiential Learning Activity Focused on the Consumer Decision-Making Process
Thomas, Veronica L.; Magnotta, Sarah R.; Chang, Hua; Steffes, Erin
Marketing Education Review, v28 n2 p89-97 2018
Instructors are faced with the challenge of teaching a significant amount of material covering a wide variety of topics in a Principles of Marketing course. In order to present the critical consumer decision-making process concept in a meaningful way while remaining mindful of time constraints, we propose a semi-structured classroom activity that facilitates experiential learning. We provide detailed instructions on how to implement a unique role-play activity that demonstrates the various factors that impact the consumer decision-making process along with empirical evidence suggesting that students perceive this activity to be both engaging and effective at enhancing learning.
Routledge. Available from: Taylor & Francis, Ltd. 530 Walnut Street Suite 850, Philadelphia, PA 19106. Tel: 800-354-1420; Tel: 215-625-8900; Fax: 215-207-0050; Web site:
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A