The Use of Experiential Exercises in the Undergraduate Consumer Behavior Course

Abstract

While experiential exercises have been reported to be used in several marketing courses, their use in the consumer behavior course is not widely acknowledged. The authors believe that the unique aspects of this course cause it to be especially suited for experiential exercise pedagogy. The host of psychological, sociological, and marketing concepts involved are readily communicated by this approach. Examples are described, and the authors discuss important considerations in the use of experientials in the undergraduate consumer behavior course.