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Full-Text Articles in Business
The Consumption Of Concepts: The Hedonic And Utilitarian Effects Of Perceived Interactivity On The Consumption Of Digital Information, Colleen P. Kirk, Jennifer Thomas, Larry Chiagouris
The Consumption Of Concepts: The Hedonic And Utilitarian Effects Of Perceived Interactivity On The Consumption Of Digital Information, Colleen P. Kirk, Jennifer Thomas, Larry Chiagouris
Cornerstone 3 Reports : Interdisciplinary Informatics
No abstract provided.
Toward A Computer-Scored Assessment Of Marketing Expertise, Donald R. Bacon, Tia M. Quinlan-Wilder
Toward A Computer-Scored Assessment Of Marketing Expertise, Donald R. Bacon, Tia M. Quinlan-Wilder
Scholarship of Teaching and Learning
In this paper, case-based measures of marketing expertise, a construct perhaps similar to critical thinking, are developed. The measures only achieved modest reliability. In a pre-post design, there was some evidence that students improved in marketing expertise during the quarter, but the effect is probably small, indicated that repeated training would likely be necessary to achieve more substantial learning gains.