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Transferring Road Maps for Learning and Assessment Procedures to Marketing

Learning is a lifelong process (Longworth, 2003). It is therefore worthwhile looking at instances where learning takes place outside educational institutions and see how educational principles can be applied there. Today, being a consumer is a significant part of our personality. Exchange processes dominate our daily life. In microeconomics, the consumer is portrayed as exhaustively informed and making decisions based on rational considerations (Frank, 2010). Marketing knows that this assumption is untenable, and one might argue that companies often capitalize on the fact that consumers are imperfectly informed. However, in many cases companies aim at advancing consumer knowledge. This is particularly true when novel products are to be introduced to the market. The management of innovations is one of the hardest challenges companies have to master (Hauser, Tellis, & Griffin, 2006). Many consumers might not immediately understand how a new product can be used and what the benefit of it can be (Holak & Lehmann, 1990). The company then has to act as a sort of teacher who helps consumers develop insight and understanding as a prerequisite of manifest purchase behavior (Ram, 1989). Another example refers to characteristics of products that are not self-evident, at least to some consumers. Organic food for instance may not taste any different compared to ordinary food, but it may have long-term positive effects on health and on the environment, which need to be explained to the consumer. Moreover, the very meaning of the term organic may not be clear to all consumers (Hutchins & Greenhalgh, 1995). A feature of present-day market economy is that in many cases costs are partly externalized. Such cost components are borne by the society, the taxpayer, foreign countries, or by future generations, for example, in case of environmental damages. If a company decides to refrain from exploiting child labor, to use resources in a sustainable way, to avoid detrimental influence on the environment during production, or to treat their suppliers and their personnel in a fair manner, in other words the company acts in line with corporate social responsibility (McWilliams & Siegel, 2001), the company often faces the problem that their behavior does not become manifest in their products. Consequently, the company needs to inform consumers accordingly. However, in many cases the consumers lack the appreciation of responsible corporate behavior (Mohr, Webb, & Harris, 2001). Thus, the challenge is not limited to simply informing consumers but consists also