Teaching Basic Marketing Accountability Using Spreadsheets: An Exploratory Perspective Page: 9
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Finally, consumer psychology literature under the rubric of means-end-chain or
hierarchy of goals (Gutman 1982; Gutman 1997) suggests that beyond the task level
determinants such as ease of use and usefulness, people are driven towards action by higher level
goals and outcomes. Gutman (1997) proposes three levels of goals - action goals that are linked
to the act itself, outcome goals associated with immediate effects of the action, and the highest
level goals or consequences including the indirect effects of the outcome. Since its inception, the
means-end-chain has been used to explain consumer behavior in varied context such as
perception of soft drinks (Gutman 1997); US President (Bagozzi and Dabholkar (2000), Food
retailing (Devlin, Birtwistle, and Macedo (2003); service employees (Pieters, Bottschen and
Thelen 1998); and higher education (Gutman and Miaoulis 2003). This means-end-chain model
has been investigated in a higher education context, resulting in the finding that it could be used
to develop service positioning strategies (Gutman and Miaoulis 2003). These studies suggest that
some of the outcome goals associated with education include competence (a direct outcome of
the act itself) as well as higher order consequences such as success in life, jobs, and interviews.
In our study, the design of the course and the pedagogical tools used allow the students to use the
spreadsheets in marketing context. The case-let-based hands-on approach organized by modules
that increasingly get more involved and/or difficult and the manageable smaller set activities to
be completed in each block help students acquire direct experience. With this, students find it
easy to use spreadsheets in marketing decisions and develop a sense of competence. They come
to realize that use of such tools in marketing decisions puts them on a firmer ground than if they
made these decisions based on gut-feeling and intuition. Repetition of this process during the
semester helps them see that it is not that difficult. Success in solving the spreadsheet problems
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Ganesh, Gopala & Paswan, Audhesh K. Teaching Basic Marketing Accountability Using Spreadsheets: An Exploratory Perspective, article, February 2010; [New York, New York]. (https://digital.library.unt.edu/ark:/67531/metadc38889/m1/9/: accessed April 25, 2024), University of North Texas Libraries, UNT Digital Library, https://digital.library.unt.edu; crediting UNT College of Business.