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Marketing educators value active learning as a means for students to integrate and apply new mark... more Marketing educators value active learning as a means for students to integrate and apply new marketing knowledge rather than simply memorize information for an exam (Karns, 1993). Field site visits, or interacting with companies on location and seeing how professionals use business concepts, are often well received learning activities and have been described as learning in action (Castleberry, 2007). Consequently, students are better able to transfer the marketing knowledge they’ve acquired in class to a work setting when they’ve seen how the knowledge fits into business during an on-site experience (Ramocki, 2007).

... Advertising: A Comparison and Update. Sejung Marina Choi, University of Texas atAustin Nora J... more ... Advertising: A Comparison and Update. Sejung Marina Choi, University of Texas atAustin Nora J. Rifon, Michigan State University Carrie S. Trimble, Illinois Wesleyan University Bonnie B. Reece, Michigan State University. Abstract. ...

This study investigated the potential influence of word-of-mouth (WOM) and need-for-cognition (NF... more This study investigated the potential influence of word-of-mouth (WOM) and need-for-cognition (NFC) on consumer information search in the blogosphere. This study, in particular examined how consumers perceive corporate and consumer-generated blogs as product/brand information sources. The results of an online survey indicated that NFC and susceptibility to WOM influenced consumer’s information search process, ultimately leading to purchase intent. The findings also showed that while high NFC individuals showed more favorable attitudes toward consumer-generated blogs over corporate blogs as an information source, low NFC individuals did not have a specific preference for either type of blog. In addition, participants reported greater purchase intent for products addressed in consumer-generated blogs than corporate blogs. This difference in purchase intent existed even when their attitudes toward both types of blogs and the brands/products mentioned there were regarded similarly.

Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 2017

International Journal of Nonprofit and Voluntary Sector Marketing, 2006

... Consumer perceptions of ... Indeed, image compatibility may be as much a function of consumer... more ... Consumer perceptions of ... Indeed, image compatibility may be as much a function of consumer perceptions of the cause as it is knowledge of corporate history. ...