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Exploring Consumer Behavior Using Student Constructed Photographic Essays And Film Projects, Seth Ellis
Exploring Consumer Behavior Using Student Constructed Photographic Essays And Film Projects, Seth Ellis
Atlantic Marketing Journal
Millennials can be characterized by a preference for classroom discussion rather than lecture, working in small collaborative groups, and a desire for structure and steady feedback. This paper describes an undergraduate course, Visual Methods for Exploring Consumer Behavior, where students examine topics in consumer behavior by constructing photographic essays and films as primary research vehicles. We discuss how the course is operationalized, how to encourage and support students in their endeavors, and how to avoid some of the pitfalls we have encountered.
Revisiting Cognitive Dissonance Theory:Pre-Decisional Influences And The Relationship To The Consumer Decision-Making Model, Paul J. Costanzo Dr.
Revisiting Cognitive Dissonance Theory:Pre-Decisional Influences And The Relationship To The Consumer Decision-Making Model, Paul J. Costanzo Dr.
Atlantic Marketing Journal
This paper examines pre-decisional dissonance as a motivating factor in consumer decisional-making. A review of the marketing literature found the majority of research studies were limited to post-decisional influences. Several studies including measures of pre-decisional activity linked the construct to post-decision situations. The author provides evidence regarding the popularity and resurgence of research on cognitive dissonance theory and asserts that researchers in the field of consumer behavior may gain a better understanding of consumer decision-making when studying pre-decisional consonance and dissonance as separate entities and independent of post-decisions.