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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.