Experiential Learning in Consumer Behavior: Perceptual and Attitude Change Exercises

Abstract

Many of the concepts taught in a Consumer Behavior course are abstract in nature and are therefore mare difficult for many students to grasp. These authors have found that involving the students in practical exercises not only makes the concepts more interesting, but helps clarify them and thus provides motivation for learning. This article presents experiential learning exercises used to examine perception and attitude change, as well as operational hints based on experience and variations that might be used.