Kathleen Debevec

Learning Strategies and Performance in a Technology Integrated Classroom

Abstract This study examines students’ use of technology for learning (accessing the course Web site to download PowerPoint slides for note taking and exam preparation) relative to more traditional learning methods (reading the textbook and taking notes in class and from the textbook) and the effect of their learning strategies on exam performance and class attendance. Students who were categorized as high on use of technology and low on traditional learning methods or low on technology and high on traditional learning methods exhibited higher attendance and performance than those students categorized as high or low on both technology and traditional learning methods. Results suggest that there is more than one path for optimal exam performance.

Marketing Majors' Satisfaction With Their College Experience: Implications for Strategic Planning in Marketing Departments

This study examines the criteria marketing majors used in selecting a college, their evaluation of and satisfaction with their chosen college, and the extent to which marketing majors differ from other business majors on these issues. Results indicate that marketing majors are satisfied with their college experience overall, but that they are less satisfied than other business majors on some dimensions. Recommendations are offered to enhance strategic planning in marketing departments.

“If You've Seen One, You've Seen Them All!” Are Young Millennials the Same Worldwide?

ABSTRACT The values of coming-of-age millennials in the United States, Sweden, and New Zealand were studied to determine if their values are similar, thus enabling marketers to stress the same values panculturally. While similarities were found on some value dimensions, many differences were noted as well. U.S. and Swedish millennials were most different from one another while New Zealand millennials were more similar to U.S. respondents than Swedes, a finding consistent with Hofstedes model of cultural values. The findings support the need to understand cohort-based values and cultural values in designing a marketing strategy targeting millennials across cultures.

Bases for the Formation of Product Gender Images

A study was undertaken to identify the bases on which a product’s gender image is contingent. The study concluded that the gender of the perceived user, purchaser, and promoter of a product were critical factors in that process. Results also suggest that a three category classification scheme is optimal in identifying a product’s gender. The implication is that a bi-polar scale, rather than two independent scales, would suffice when measuring a product’s gender image.

Gender Stereotyping of Products: Are Products Like People?

The literature on sex-role identification is reviewed and the same framework is applied to classify products/services into gender categories.Subjects tended to perceive products along a continuum of masculinity and feminity with few products being perceived and classified as androgynous and undifferentiated.The differences in the perception of male and female subjects is discussed.It is suggested that the product user, purchaser, and promoter characteristics may be important determinants of the gender of a product/service.

The Diffusion of Innovations: Let’s Take Another Look

Diffusion theory, popular in the marketing literature in the 1960s and 1970s, has received very little attention in recent years. The accomplishments based on the diffusion process concept are notable ones. However, there are some gaps in this literature. This paper attempts to explain some of the inconsistencies present in diffusional theories and proposes competing and/or complementary explanations based on the theory of weak ties.