Attitudes of Marketing Teachers Toward Consumer Behavior Courses

Abstract

A total of 153 marketing educators responded to a questionnaire dealing with the importance of the consumer behavior course within the marketing curriculum. This study found that the consumer behavior course has become one of the most im portant courses in the minds of marketing professors. Younger professors tended to rank the consumer behavior course as comparatively more important than did their older counterparts. Professors from smaller schools seemed to give less importance to consumer behavior than did professors from larger schools.