Abstract
This paper reports the results of a survey measuring the current status of the undergraduate consumer behavior course in American four year colleges and universities. Specific attention is given to the pedagogies of consumer behavior instructors.
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Reference
James F. Engel, David J. Kollat, and Roger D. Blackwell, Consumer Behavior, 3rd ed. (New York: Holt, Rine hart and Winston, Inc., 1978).
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© 2016 Academy of Marketing Science
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Lincoln, D.J. (2016). The Undergraduate Consumer Behavior Course: Current Status and Pedagogies. In: Gitlow, H.S., Wheatley, E.W. (eds) Proceedings of the 1979 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16934-7_39
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DOI: https://doi.org/10.1007/978-3-319-16934-7_39
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16933-0
Online ISBN: 978-3-319-16934-7
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