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Show me the Mascot: Corralling Critters for Pedagogic Purposes

Research in Consumer Behavior

ISBN: 978-1-78052-116-9, eISBN: 978-1-78052-117-6

Publication date: 7 November 2011


Purpose – Anthropomorphism abounds in contemporary consumer culture. This chapter evaluates the recent anthropomorphic uptick and shows how it can be utilized for pedagogic purposes – namely, a brand animal novel called The Penguin's Progress.

Methods/approach – The chapter adopts a case study approach (though “exemplar” is perhaps a better word). It employs an alternative mode of knowledge representation, fictionalized nonfiction.

Findings – The exemplar reveals that student engagement is enhanced when unorthodox modes of representation are embraced by educators, though such pedagogic tactics are not without their shortcomings.

Research implications – If student reaction to The Penguin's Progress is any indication, then this chapter has enormous implications for the way consumer researchers communicate their ideas. A root and branch rethink is required.

Practical implications – The Penguin's Progress provides an alternative pedagogic option, an off-beat route to knowledge acquisition. Whether it's widely adopted, remains to be seen.

Originality – The chapter reveals that marketing and consumer research does not have to be written in a dry-as-dust manner.



Brown, S. (2011), "Show me the Mascot: Corralling Critters for Pedagogic Purposes", Belk, R.W., Grayson, K., Muñiz, A.M. and Jensen Schau, H. (Ed.) Research in Consumer Behavior (Research in Consumer Behavior, Vol. 13), Emerald Group Publishing Limited, Leeds, pp. 39-55.



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