NotesFAQContact Us
Collection
Advanced
Search Tips
Peer reviewed Peer reviewed
Direct linkDirect link
ERIC Number: EJ903076
Record Type: Journal
Publication Date: 2010-Dec
Pages: 8
Abstractor: As Provided
Reference Count: 24
ISBN: N/A
ISSN: ISSN-0273-4753
Incorporating Transformative Consumer Research into the Consumer Behavior Course Experience
Petkus, Ed, Jr.
Journal of Marketing Education, v32 n3 p292-299 Dec 2010
In contrast to understanding consumer behavior for the benefit of business organizations, transformative consumer research (TCR) seeks to understand consumer behavior for the benefit of consumers themselves. Following Mari's (2008) call for the incorporation of TCR in doctoral programs in marketing, this article outlines the relevance of TCR to the undergraduate consumer behavior course experience and develops topical and structural recommendations for implementation. Empirical evidence indicates positive student perceptions of TCR-based course projects in terms of complementing traditional projects, personal relevance, awareness of social responsibility issues, and marketing applications. (Contains 3 tables.)
SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail: journals@sagepub.com; Web site: http://sagepub.com
Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A