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Articles 9151 - 9180 of 149690
Full-Text Articles in Business
Consumer Cynicism And Situated Learning: When Is It Best For Consumers To Learn About Service Failures?, Mousumi Bose Godbole
Consumer Cynicism And Situated Learning: When Is It Best For Consumers To Learn About Service Failures?, Mousumi Bose Godbole
AMTP Proceedings 2025
While prior research has discussed the importance of situated learning and consumer’s contextual cynicism when exposed to service failures, this is the first research that combines the two. Especially, cynical consumers need to learn about service remedies at the time or around the time-of-service failure. Providing information earlier in anticipation of a service failure may not help them in developing trust and empathy of the company and perceive that the company would responsibly resolve the issue. However, it may be okay to inform consumers who are not highly cynical ahead of time to help them prepare for any anticipated service …
Susceptibility To Online Shopping Influence And Online Shopping Advocacy Behavior: Role Of Trust In Online Retailers, Ainsworth Anthony Bailey, Mojisola Tiamiyu
Susceptibility To Online Shopping Influence And Online Shopping Advocacy Behavior: Role Of Trust In Online Retailers, Ainsworth Anthony Bailey, Mojisola Tiamiyu
AMTP Proceedings 2025
Despite the significant increased pace of online shopping, there remains a lack of insights on individual personality factors that drive consumers’ online shopping behaviors and their online shopping advocacy. Consequently, this research project introduces the concept of consumer susceptibility to online shopping influence (CSOSI) and explores its role in driving consumer online shopping advocacy intentions and behavior. The conceptual model contends that CSOSI drives online shopping enjoyment and satisfaction, which in turn affect consumer online shopping disposition; this disposition leads consumers to engage in greater levels of online shopping advocacy. The proposed research study also investigates the moderating role of …
Cross-Selling Life Insurance: Strategies Based On Life Span Theory And Critical Life Events, Jack A. Lesser
Cross-Selling Life Insurance: Strategies Based On Life Span Theory And Critical Life Events, Jack A. Lesser
AMTP Proceedings 2025
This article develops strategies for cross-selling life insurance to customers who already hold other insurance products. Cross-selling life insurance presents unique challenges due to its association with long-term financial security, mortality, and legacy. Unlike other types of insurance that meet immediate needs, the decision to purchase life insurance is often triggered by critical life events and influenced by life span changes. Drawing on life span theory, this article identifies significant life events, such as marriage, parenthood, and retirement, that increase receptivity to life insurance and proposes theory-based strategies to enhance customer interest. By examining life stages and their associated motivations, …
1 – 1 > 0: Growing The Pie By Reallocating Shelf Space To Small Brands, Jesse Core, Ho Kim
1 – 1 > 0: Growing The Pie By Reallocating Shelf Space To Small Brands, Jesse Core, Ho Kim
AMTP Proceedings 2025
We examine whether reallocating shelf space to smaller brands enhances total category sales. During a three-month field experiment involving 20 supermarket stores in Arkansas (10 treatment and 10 control stores), we increased shelf facings for smaller brands in treatment stores and reduced facings for larger brands, while maintaining the total shelf space constant. A difference-in-differences analysis reveals that increasing facings for smaller brands significantly boosts total category sales, with an average increase of 960 ounces per week during the intervention. Notably, sales remained elevated by 786 ounces per week after shelf facings reverted to the original level, indicating a persistent …
Exploring The Cosmos From Earth: Terrestrial Space Tourism Destinations, Hilmi A. Atadil, Helena F. Allman, Qiulin Lu, Alison J. Green
Exploring The Cosmos From Earth: Terrestrial Space Tourism Destinations, Hilmi A. Atadil, Helena F. Allman, Qiulin Lu, Alison J. Green
AMTP Proceedings 2025
Imagine exploring the wonders of space without leaving Earth. Terrestrial space tourism makes this possible. A place designed to offer travelers unique experiences inspired by space-related activities can be considered a terrestrial space tourism destination. This place can be a city like Merritt Island, a region like Space Coast of Florida or even, if marketed effectively, an entire country. Based on the principles of Social Exchange Theory, the purpose of this study is twofold: (1) to explore the underlying dimensions of the perceived image of a terrestrial space tourism destination, and (2) to evaluate the relationships of these dimensions with …
Fueling The Ideal: The Role Of Energy Drink Marketing In Shaping Body Image On Instagram, Kimberly Flanders, Laurie Lawrence, Natalya Vodopyanova, Darlene Natale
Fueling The Ideal: The Role Of Energy Drink Marketing In Shaping Body Image On Instagram, Kimberly Flanders, Laurie Lawrence, Natalya Vodopyanova, Darlene Natale
AMTP Proceedings 2025
Energy drink sales in the United States have experienced tremendous growth over the past several decades with projections for continued growth, making effective marketing strategies increasingly important for industry players. Central to these strategies is building brand awareness and targeting the right consumer demographic, particularly young adults aged 18-34, who make up the largest group of energy drink consumers. This demographic is heavily influenced by media portrayals of fitness and success. Red Bull and Monster, two of the leading brands, are dominant in brand awareness, with significant influence through social media platforms like Instagram. This research examines Instagram posts from …
The Influence Of Consumer Dispositions In Cross-Cultural Consumer Behavior: The Mediating Roles Of Cosmopolitanism, Affinity, Ethnocentrism, And Animosity, Md Abrar Fahad Khan, Attila Yaprak, Andrew Byungwook Chung
The Influence Of Consumer Dispositions In Cross-Cultural Consumer Behavior: The Mediating Roles Of Cosmopolitanism, Affinity, Ethnocentrism, And Animosity, Md Abrar Fahad Khan, Attila Yaprak, Andrew Byungwook Chung
AMTP Proceedings 2025
This paper investigates how socio-demographic factors, cultural variables, and attitudes interact with positive and negative consumer dispositions—cosmopolitanism, affinity, ethnocentrism, and animosity—to influence pre-purchase, purchase, and post-purchase behaviors. Anchored in five key theories—attitude theory, laddering theory, social identity theory, self-identity theory, and identity theory—the study highlights the mediating roles of these dispositions in cross-cultural consumer behavior. Positive dispositions such as cosmopolitanism and affinity foster openness to foreign brands, while negative dispositions like ethnocentrism and animosity deter purchases of foreign products. This integrated framework offers a comprehensive understanding of consumer behavior by bridging socio-demographics, cultural influences, and psychological dispositions. The study contributes …
Crafting Connections: Language Use And Cultural Resonance In Marketing Campaigns For The Hispanic Market, Santiago Reyes, Alessandra Noli Peschiera, Kristina Simon, Melany Sarcevic
Crafting Connections: Language Use And Cultural Resonance In Marketing Campaigns For The Hispanic Market, Santiago Reyes, Alessandra Noli Peschiera, Kristina Simon, Melany Sarcevic
AMTP Proceedings 2025
Considering the rapid growth and relevance of the Hispanic market in the U.S., this study explores strategies employed by brands in their communication efforts to connect with this consumer base. Through a qualitative content analysis, the study analyzes emerging themes and patterns in terms of language use and cultural values employed in marketing and advertising campaigns directed to the U.S. Hispanic market. Results reveal a prevalent use of Spanish, with a rise in the use of English reflective of changing demographic trends of Hispanics in the U.S. Cultural values resonant with Hispanic identity are also employed in campaigns. Important implications …
Doing Business With China And Decoupling: Recommendations For Global Strategy, Nader H. Shooshtari, Timothy A. Manuel
Doing Business With China And Decoupling: Recommendations For Global Strategy, Nader H. Shooshtari, Timothy A. Manuel
AMTP Proceedings 2025
In the last several years, the effort to reduce dependence on China supply networks and in general to lead western countries’ trade away from China has gained momentum. This effort largely led by the U.S. has been a result of supply chain uncertainty post COVID and growing geopolitical tensions between the two countries. China’s increasing global ambitions under President Xi Jinping, including territorial claims in the South China Sea and Taiwan have changed the view of China as a reliable global factory and trading partner to a major threat to U.S. power. U.S. policymakers view of China evolved from a …
Membership Support For A Professional Organization Based On Member Satisfaction, Value, And Commitment, Shawn F, Clouse, Simona Stan, Nader Shooshtari
Membership Support For A Professional Organization Based On Member Satisfaction, Value, And Commitment, Shawn F, Clouse, Simona Stan, Nader Shooshtari
AMTP Proceedings 2025
Members of professional associations join these associations for reasons that include benefits and services to members, advocacy and lobbying on behalf of members and their interests, networking opportunities and a sense of community and identification with fellow association members. Members are likely to commit to the association and remain as members to the extent they are satisfied with what the association provides and if they perceive the benefits to exceed the cost (not just monetary) of membership. This survey of members of a professional association investigates the relationship between personal benefits, professional benefits, customer service satisfaction, membership satisfaction, membership value, …
Exploring The Effects Of Strategic Orientation Combinations: The Moderating Role Of Industry Context, Mohammad Elayyan, Zonghui Li, Douglas Johansen, Caitlin Sockbeson, John Shaw
Exploring The Effects Of Strategic Orientation Combinations: The Moderating Role Of Industry Context, Mohammad Elayyan, Zonghui Li, Douglas Johansen, Caitlin Sockbeson, John Shaw
AMTP Proceedings 2025
Prior studies have explored the effect of market orientation and entrepreneurial orientation on firm performance separately. However, when making strategic decisions, firms often integrate marketing activities and entrepreneurial initiatives, which indicate various combinations of strategic orientation. This study employs an integrated perspective to examine the impact of various market and entrepreneurial orientation combinations on firm performance. In addition, it argues that the impact of strategic orientation on firm performance is contingent upon industry context. Using a sample of 182 manufacturing firms listed on the S&P 500, this study explores the joint effects of strategic orientation combinations (i.e., market orientation, entrepreneurial …
Enhancing Marketing Student Success With Ai-Guided Experiential Learning: A Case Study, Lisa C. Troy
Enhancing Marketing Student Success With Ai-Guided Experiential Learning: A Case Study, Lisa C. Troy
AMTP Proceedings 2025
Today’s educators face the challenges of arming students with subject matter knowledge, helping them develop the human-centric soft skills that recruiters seek, dealing with increasing class sizes and multiple formats, and keeping up with rapid changes in AI technologies. This two-phase case study demonstrates how the implementation of a generative AI-powered experiential learning platform enhanced student success via increased subject matter knowledge competency and development of key soft skills. Specifically, phase 1 shows how the implementation of the learning platform, in a large online course. resulted in significantly higher levels of marketing knowledge and perceived course effectiveness versus the same …
The Role Of Firm-Level Characteristics In Enhancing Managerial Marketing Knowledge Competencies And Business Performance., Christine A. Makama
The Role Of Firm-Level Characteristics In Enhancing Managerial Marketing Knowledge Competencies And Business Performance., Christine A. Makama
AMTP Proceedings 2025
This ongoing study examines the influence of firm-level characteristics—learning orientation, market orientation, and dominant logic—on managerial marketing knowledge competencies and business performance. Utilizing the Resource-Based View (RBV) and organizational learning theories, the research examines how these elements collectively shape strategic decision-making and adaptability in competitive markets. A quantitative methodology is employed, with data gathered through surveys of marketing managers across diverse industries. Preliminary analysis, utilizing Structural Equation Modeling (SEM), suggests significant interrelationships among firm-level characteristics, with learning orientation and flexible dominant logic emerging as key drivers of enhanced marketing knowledge competencies. Early findings also highlight the potential for firms to …
Bridging Workplace Discrepancies: Enhancing Managerial Plasticity For Effective Internal Branding And Employee Engagement, Lauren Peng, Tulay Girard
Bridging Workplace Discrepancies: Enhancing Managerial Plasticity For Effective Internal Branding And Employee Engagement, Lauren Peng, Tulay Girard
AMTP Proceedings 2025
Workplace value shifts and remote work have created discrepancies in managerial approaches, widening the gap between managers and personnel. This study addresses managerial plasticity development to navigate modern work environments and enhance internal branding. It introduces the Plasticity Model for measuring managerial plasticity and the Internal Branding Plasticity Model (IBPM) to explore relationships between internal branding, plasticity, employee engagement, job satisfaction, and loyalty. The research aims to provide insights into neuroplasticity development for fostering inclusive and innovative work environments.
Motivators And Barriers To Healthy Food Consumption: Qualitative Study With Gen Z Living In Bratislava, Emel Yarimoglu, Lucia Vilcekova
Motivators And Barriers To Healthy Food Consumption: Qualitative Study With Gen Z Living In Bratislava, Emel Yarimoglu, Lucia Vilcekova
AMTP Proceedings 2025
People in Europe have been caring about physical activity, healthy eating, and healthy body weight. The study aimed to explore the motivators and barriers to healthy food consumption among university students living in Bratislava, Slovakia. Qualitative research was conducted with sixteen students, and data were collected by written text. Self-reported written data were collected by convenience sampling and analyzed via content analysis. Four motivators of healthy food consumption were revealed (personal appearance, health-consciousness, physical activity, and social), and four barriers to healthy food consumption were obtained (functional, personal, psychological, and social). This research is original since it demonstrated motivators and …
Adoption Of Virtual Influencers By The Healthcare Industry: Benefits And Drawbacks, Jessica L. Holden, Ismet Anitsal, Melek Meral Anitsal
Adoption Of Virtual Influencers By The Healthcare Industry: Benefits And Drawbacks, Jessica L. Holden, Ismet Anitsal, Melek Meral Anitsal
AMTP Proceedings 2025
Social media influencers are thought leaders and influence others' attitudes, opinions, and behaviors (Pourkarim et al., 2023. Laszkiewicz & Kalinska, 2023). The healthcare industry currently utilizes social media and social media influencers to provide generalized health advice and opinions on and experiences with different providers (Reed & Feilding, 2022). However, the use of social media by healthcare businesses is still relatively novel (Gijsen et al., 2020), although it is becoming increasingly used for healthcare education and decision-making (Stellefson et al., 2020). Within the social media marketing space, there has been a rise in the use of virtual influencers. A Virtual …
The Cost Foundation Of Airline Market Offerings: A System Component Analysis, Bernice Osei, Steve Lemay, Dave Mcmahon
The Cost Foundation Of Airline Market Offerings: A System Component Analysis, Bernice Osei, Steve Lemay, Dave Mcmahon
AMTP Proceedings 2025
This paper examines how airlines' core system components—infrastructure, equipment, people, and technology—create distinct cost structures that drive market offerings, pricing strategies, and revenue streams across different airline classifications. We analyze how full-service network carriers (FSNCs), low-cost carriers (LCCs), and ultra-low-cost carriers (ULCCs) leverage their cost foundations to develop competitive market positions. The paper ties airline market offerings to consumer psychology.
Hidden Markets In The Short-Term Rental Boom: A Case Study Of Investment And Property Service Operations, Jillian Aldrich, Steve Lemay, Dave Mcmahon
Hidden Markets In The Short-Term Rental Boom: A Case Study Of Investment And Property Service Operations, Jillian Aldrich, Steve Lemay, Dave Mcmahon
AMTP Proceedings 2025
In this research, we develop a series of propositions for future research based on a live case. The focus of the paper is the opportunities for complementary industries, such as, maintenance and janitorial services, created by Airbnb and Vrbo type apps.
Marketing For Musicians And Artists: A Pedagogical Model For Creative Business Education, Aron Levin, Jose Luis Saavedra Torres
Marketing For Musicians And Artists: A Pedagogical Model For Creative Business Education, Aron Levin, Jose Luis Saavedra Torres
AMTP Proceedings 2025
The myth of the "starving artist" persists, but marketing and entrepreneurial skills can empower creatives to thrive in the gig economy. This paper presents a pedagogical framework for a marketing course tailored to non-business students, particularly those in the creative arts. Using Sam Ryder, a musician who leveraged digital platforms to achieve meteoric success, as a case study, we explore the role of higher education in equipping artists with business skills. Grounded in experiential learning theory, the course integrates modules on branding, digital marketing, pricing, and work-life balance, emphasizing hands-on projects like SWOT analyses, brand identity design, and marketing strategy …
Exploring Green Practices, Opportunities And Challenges Facing Tourism And Hospitality Industry For Sustainable Future In Rwanda, Paul Okumu
Journal of Global Hospitality and Tourism
This article examines the complexities surrounding green tourism practices in the global context with particular emphasis on Rwanda as a case study area. This article explores the opportunities presented to stakeholders and the challenges faced in achieving a sustainable future in tourism and hospitality consumption. The study pays keen interest to understanding the interaction between environmental conservation efforts, socio-economic development, and tourism sustainability. Thorough comprehensive literature review, key concepts and theoretical frameworks of green tourism are explored, laying the foundation for the analysis of previous studies on green tourism evolution globally and in developing countries. The study identifies factors influencing …
Art Meets Commerce: How Exhibitions Shape Visitor Behavior In Tourism Shopping Centers, Xi Wang, Rui Ma, Lan Yang, Jie Zheng
Art Meets Commerce: How Exhibitions Shape Visitor Behavior In Tourism Shopping Centers, Xi Wang, Rui Ma, Lan Yang, Jie Zheng
Journal of Global Hospitality and Tourism
Serving as prominent leisure and entertainment platforms, tourism shopping malls have evolved their appeal by integrating art exhibition centers, thus magnifying the retail ambiance. This study dived into the correlation between the incorporation of these art centers within tourism shopping environments and the subsequent consumer propensity to visit, encompassing a meticulous evaluation of both the art exhibits attributes and art exhibition center attributes. Utilizing the technique of structural equation modeling for the analysis, this research unraveled various aspects of this interplay with 437 surveys from art exhibition customers in shopping malls. It was found that all the examined factors, with …
Authentic Leadership As Predicted By The Fisher Temperament Inventory Scales, Stephanie J. Giddings
Authentic Leadership As Predicted By The Fisher Temperament Inventory Scales, Stephanie J. Giddings
PhD in Organizational Leadership
Authentic leadership has garnered increasing attention from scholars and practitioners for its emphasis on ethical and transparent leadership practices that foster positive organizational outcomes. Despite its popularity, research into its antecedents remains underdeveloped. This study is a response to calls to examine potential psychometric predictors of authentic leadership, focusing on temperament as a biologically-rooted factor. This quantitative research involved surveying 338 U.S. leaders on temperament and authentic leadership. Temperament, as measured by the Fisher Temperament Inventory (FTI), offers a neuroscience-based perspective and resolves the potential crossover issues found in the widely studied Five-Factor Model (FFM). Using the Authentic Leadership Questionnaire …
Vitamin A Fortification: Key Factors And Considerations For Effective Implementation, Joohun Han, Alvaro Durand-Morat, Khondoker Abdul Mottaleb
Vitamin A Fortification: Key Factors And Considerations For Effective Implementation, Joohun Han, Alvaro Durand-Morat, Khondoker Abdul Mottaleb
Agricultural Economics and Agribusiness Faculty Publications and Presentations
Vitamin A fortification plays a crucial role in achieving long-term economic development in developing countries by supporting the growth and development of human capital. While fortification programs involve a range of nutritional, agricultural, economic, and political considerations, there is a lack of a comprehensive overview of the topic in the literature. Our review highlights the importance of holistic approach in designing fortification programs: the effective program should consider (a) the agronomic, economic, and administrative capability of the target regions in regard of fortification method and vehicle to maximize effectiveness; (b) strategies to ensure the producers' and consumers' adoption to enhance …
Covid-19 And Investors' Trading Behavior: Evidence From The New Zealand Equity Market, Finn West Wilkinson, Marinela Adriana Finta, Olena Onishchenko
Covid-19 And Investors' Trading Behavior: Evidence From The New Zealand Equity Market, Finn West Wilkinson, Marinela Adriana Finta, Olena Onishchenko
Research Collection Lee Kong Chian School Of Business
This paper examines the trading behavior of retail and institutional investors during the COVID-19 pandemic in New Zealand. Using transaction-level data, it compares how retail and institutional investors trade over the government announcements, lockdown, and reopening periods. Retail and institutional investors' trading intensifies around government announcements, which facilitates attenuating illiquidity during the lockdown. Nevertheless, while retail trading is substantially more prominent during the lockdown than over the control and reopening periods, institutional investors do not trade significantly more per se or on announcements during the lockdown but trade less during the reopening. Their trading also relates to contemporaneous returns, and …
Intellectual Capital Strategies And Their Impact On Achieving Organizational Performance Excellence At The Jordanian Income And Sales Tax Department, Amani Al-Shahin, Ali Adaileh
Intellectual Capital Strategies And Their Impact On Achieving Organizational Performance Excellence At The Jordanian Income And Sales Tax Department, Amani Al-Shahin, Ali Adaileh
Jordan Journal of Applied Science-Humanities Series
This study aimed to examine the impact of intellectual capital strategies on achieving organizational performance excellence at the Jordanian Income and Sales Tax Department. The study adopted a quantitative analytical survey method. The study population consisted of employees in leadership and supervisory positions, totaling 333 individuals. A questionnaire was distributed using a stratified random sampling method. A total of 195 questionnaires were returned, representing a response rate of 58%, with 180 valid questionnaires available for statistical analysis. The results indicated a moderate practice of intellectual capital strategies and a moderate level of organizational performance excellence within the department. The analysis …
The Impact Of User-Generated Content And Online Reaction Videos On The Marketing Of Video Games, Diane R. Edmondson, Randy Clark, Trevor Golter
The Impact Of User-Generated Content And Online Reaction Videos On The Marketing Of Video Games, Diane R. Edmondson, Randy Clark, Trevor Golter
Atlantic Marketing Journal
Modern developments in social media, video streaming platforms, and user-generated online content from influencers have led to a growth in video game marketing. One of the prominent genres of user-generated content on video platforms is the reaction video. These videos are relied upon for spreading information and marketing in the video game industry. Providing a better understanding of the impact of this video game promotional outlet is beneficial for marketers, social media influencers, and businesses in this industry. We collected data from 623 Southeastern University undergraduate students to address this topic using a Qualtrics survey. The survey consisted of two …
Antecedents And Outcomes Of Servant Leadership: Implications For The Salesforce, James Deconinck, Drew Carnes, Julie Johnson-Busbin
Antecedents And Outcomes Of Servant Leadership: Implications For The Salesforce, James Deconinck, Drew Carnes, Julie Johnson-Busbin
Atlantic Marketing Journal
The uniqueness of a salesperson’s job makes leadership especially important in professional selling. This study examined antecedents and outcomes of servant leadership. A model analyzing the relationship among moral identity, servant leadership, organizational justice, turnover intentions, and turnover was tested with a sample of 233 business-to-business salespeople and 76 sales managers via a multilevel structural equation model using MPLUS software. Moral identity was a direct antecedent of servant leadership. Servant leadership was both an indirect predictor of turnover through organizational justice and a direct predictor of turnover. Two direct hypotheses were not supported. Both interpersonal justice and procedural justice were …
Reconceptualizing Career Plateauing: An Intrapersonal Network Identity Approach, Brian R. Kinard, Subhra Chakrabarty
Reconceptualizing Career Plateauing: An Intrapersonal Network Identity Approach, Brian R. Kinard, Subhra Chakrabarty
Atlantic Marketing Journal
This study examined the role of contextual performance in minimizing the negative outcomes of career plateauing. Based on the intrapersonal identity network theory (Ramarajan, 2014), career plateauing was conceptualized as an identity threat. A random sample of employees was surveyed to measure their perception of career plateauing and contextual performance. The results indicated that contextual performance was negatively related to career plateauing. Consequently, employees dealt with the identity threat by working on building a positive identity (contextual performance). It was also found that age was positively related to career plateauing. Thus, in personnel evaluations, contextual performance should be equally weighted …
Unveiling Risk Strategies In The Online Food Delivery Platforms: Evidence From Risk Disclosures And Reprisk Index, Maryam Mahdikhani, Jiyoon An, Arim Park
Unveiling Risk Strategies In The Online Food Delivery Platforms: Evidence From Risk Disclosures And Reprisk Index, Maryam Mahdikhani, Jiyoon An, Arim Park
Atlantic Marketing Journal
Online Food Delivery Platforms (OFDPs) have faced unique challenges related to uncertainty and global risk in recent decades. To address these risks, this study utilized machine learning (ML) techniques, including Latent Dirichlet Allocation (LDA) and Word2Vec, to extract and cluster OFDP-related risk factors. The analysis was conducted using unstructured text data from the annual reports of two prominent OFDP companies—Delivery Hero (DH) and Grubhub (GH)—from 2017 to 2020. We also examined the multidimensional RepRisk Index (RRI) for these companies and developed a two-dimensional matrix to evaluate preparedness and responsiveness across various risk categories in the OFDP sector. The results indicate …
Stride And Succeed: A Pilot Study For Walking Meetings In The College Classroom, Derek Mesa, Jessica Phelan, Rachel Dolechek
Stride And Succeed: A Pilot Study For Walking Meetings In The College Classroom, Derek Mesa, Jessica Phelan, Rachel Dolechek
SACAD: Scholarly Activities
This pilot study explores the feasibility and enjoyment of incorporating walking meetings into college classrooms to reduce sedentary behavior and enhance learning. College students often experience prolonged periods of inactivity during lectures, which can hinder alertness and concentration. Walking has been linked to improved mental health, creativity, concentration, memory, and executive function. The study involved 31 students from Business Communication and Health and Human Performance courses, who participated in walking meetings facilitated by their instructors. Data were collected via a survey, which included demographic questions, enjoyment ratings, and feasibility assessments. Results indicated high levels of enjoyment and productivity during walking …