Enhancing Learning in Consumer Behavior by Incorporating Course Material into Radio Scripts

Research output: Contribution to journalArticle

2 Scopus citations


This article describes an innovative, instructional method for consumer behavior in which students, within groups, incorporate course material into a radio script. Benefits, limitations, and implementation issues are examined, and empirical research is provided suggesting that this method of learning performs well on a wide range of educational criteria.

Original languageEnglish (US)
Pages (from-to)59-65
Number of pages7
JournalJournal of Marketing Education
Issue number1
StatePublished - 1994
Externally publishedYes


ASJC Scopus subject areas

  • Marketing
  • Education

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