Purpose -This paper aims to evaluate the relationships among consumer expertise, hedonic orientation, price consciousness, and consumption using wine as the focal product. While these variables' impact on decision making within this industry have been examined in isolation, this is believed to be the first study marrying these hedonic and non-hedonic characteristics. Design/methodology/approach -Data were collected from a convenience sample of wine purchasers consisting of faculty, staff and upper level students at a major southwestern university using a 95 item questionnaire. In total, 241 usable surveys were included in the analysis. Findings -The findings indicate support for all five hypothesized relationships. The importance of hedonic orientation as a psychographic characteristic emerges. The relationship between expertise and consumption is moderated by hedonic orientation as is the relationship between expertise and price consciousness. Price consciousness mediates the relationship between expertise and consumption, but only for those consumers who have a high hedonic orientation.Research limitations/implications -The results may not be generalizable across all consumers given the convenience nature of the sample. Additionally only one product category, wine, is included. Originality/value -This study examines wine consumers' hedonic orientation and its impact on ultimate consumption. Further, this study is also valuable to the field of consumer behavior through development of a scale to capture the dimensions underlying the construct of hedonic orientation. Previous researchers have established profiles of persons who engage in hedonic consumption, but have not assessed an individual's hedonic orientation.
The growth in online retailing has been phenomenal over the past few years. This study examines the influence of social orientation of the customer, outshopping orientation and enjoyment derived from shopping on the customer's preference to shop online using shopping preference theory as the theoretical framework.The research was conducted using Gen Y university students. The study finds that online shoppers are more likely to be outshoppers and are likely to derive more enjoyment from shopping. The social orientation of the shopper did not influence online shopping preference. In addition, it was found that, as posited by earlier studies, men prefer to shop online more than women.
Active learning exercises are a way to enhance the learning process by making complex or abstract topics more real. Experiential learning improves knowledge retention and application (Freeman 2003;Strow and Strow 2006). While experiential learning can now be accomplished online (Wood, Solomon, and Allan 2008), real activities do not need to be overlooked. Students who are active participants are more motivated to learn than those who are merely observers of a lecture (Freeman 2003). Evidence shows that classroom activities, such as games, motivate students to participate in the learning process (Azriel, Erthal, and Starr 2005;Massey, Brown, and Johnston 2005). Standard classroom pedagogy has been criticized (Becker and Watts 1995), whereas interactive teaching methods, such as the use of games and classroom activities, provide evidence of effectiveness beyond traditional lecture in business classes (Azriel, Erthal, and Starr 2005;Philpot and Peterson 1998).
This paper discusses an innovative applied learning project developed to build awareness and attract students to a new academic program in professional sales. The applied nature of the project allows students enrolled in an advanced selling course to actively participate in the selling process leading to internalization of the concepts presented in class.
This study provides insight for educators and administrators into differences between students enrolled in Web-based and traditional classes as online learning enters the growth stage of its product life cycle. We identify characteristics that differentiate online students from those who prefer traditional education methods in order to offer more effective marketing techniques for attracting and retaining online students. Results of the study suggest that students in traditional classes have higher perceptions of performance and financial risk than their online counterparts. Social character was another important factor determining the choice of traditional over online learning. Recommendations to assist administrators in increasing enrollment in their online programs are presented.
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