The material is a website that provides a comprehensive overview of consumer behavior and consumer psychology "basics." An index appears at the top of the website which allows users to click on basic consumer behavior topics and be directed to information regarding that topic. The site contains some useful content for marketing instructors including the author's insights into topics of potential interest, links to a variety of useful external sites, and a set of interesting questions.
Type of Material:
The material is a website containing basic consumer behavior information.
Recommended Uses:
This material seems to be most effective as a reference tool for anyone in need of consumer behavior information or a consumer behavior refresher. It could also be integrated into an online marketing course. The content is in the form of reflections by the author on a variety of marketing topics.
Technical Requirements:
The student would need to have Internet access.
Identify Major Learning Goals:
The learning goals seem to focus on providing students with a consumer behavior resource tool which they can use to familiarize themselves with various consumer behavior terms and theories.
Target Student Population:
The target population for this tool is very broad. It would be appropriate for graduate or undergraduate students of marketing, international business, and consumer behavior. Also, students that are very familiar with marketing and those unfamiliar with marketing should find it equally useful. It would also be of interest to practitioners who need a consumer behavior overview.
Prerequisite Knowledge or Skills:
No particular skills are required to use this material.
Content Quality
Rating:
Strengths:
The author provides interesting insights into a variety of consumer behavior and marketing topics. Most consumer behavior topics and theories are addressed. The site also contains a number of links to various organizations and sources that are potentially of interest to marketing instructors and students.
Concerns:
The material does not seem to be much more than an abbreviated consumer behavior textbook that has been put on a website. If used as a supplement in a consumer behavior class, this website might seem redundant to the students.
Potential Effectiveness as a Teaching Tool
Rating:
Strengths:
If used as a reference tool, this website could be useful especially in a course where students are already expected to know about consumer behavior and might just need a refresher. The discussions are clear, concise, current and relevant. In addition, the Consumer Psychologist newsletter provides interesting discussions about a range of consumer behavior issues.
Concerns:
The material does not seem to go beyond a basic consumer behavior textbook. The site does not contain any materials for testing or instructional assistance.
Ease of Use for Both Students and Faculty
Rating:
Strengths:
The website is user friendly. The topics are presented at the top of the website, and students are able to just click on the link and are taken to the appropriate topic. The overview of topics provided upfront facilitates navigation for users seeking information about specific topics. Faculty and students should find the website equally easy to use.
Creative Commons:
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