Professor discusses what makes consumers tick on ‘...

Professor discusses what makes consumers tick on ‘MTSU On the Record’

The mysteries of what makes a consumer embrace certain goods and reject others was unraveled on a recent “MTSU On the Record” radio program.

Dr. Cheryl Ward

Dr. Cheryl Ward

Host Gina Logue’s interview with Dr. Cheryl Ward, an associate professor of marketing, first aired Nov. 16 on WMOT-FM (89.5 and ). You can listen to their conversation below.

In a paper Ward presented at the 2014 Society for Marketing Advances Convention in New Orleans, she tackled the subject of producing meaningful learning outcomes in consumer behavior classes such as the one she teaches.

“Teaching consumer behavior, which is really largely driven by psychology, is quite a bit more challenging than some of the other disciplines in trying to find outcomes that you can literally quantify, that you can measure, that you can exhibit,” Ward said.

The subject matter in consumer behavior classes encompasses a variety of areas, including behavioral learning theories, complaint behavior, social class systems and economic and social trends in a population, among others, Ward said.

To hear previous “MTSU On the Record” programs, visit the searchable “Audio Clips” archives at

For more information about “MTSU On the Record,” contact Logue at 615-898-5081 or WMOT-FM at 615-898-2800.