期刊名称：Journal for Advancement of Marketing Education
印刷版ISSN：2326-3296
电子版ISSN：1537-5137
出版年度：2016
卷号：24
页码：88
出版社：Marketing Management Association
摘要：Purpose of the Study. Our paper answers the call for business schools to alter ethics education in the classroom. Using graphic novels to teach ethical skills improves the students’ ability to assess an ethical situation through empathy (EM) and interpersonal-mentalizing skills (IM) (i.e. reading the minds of their customers). Graphic novels are reemerging as a training tool that has the potential to reach a vast population. Corporations have begun to apply graphic-style training methods to gain the attention of their employees.Method/Design and Sample. Using a repeated measure MANOVA, we collected data across universities and borders to assess the effectiveness of graphic novels in the classroom as a tool for training ethical effectiveness; some students received a traditional case study and others received the graphic novel case study.Results. Results indicate that students increase their ability to empathize and build interpersonal mentalizing when applying graphic novel case studies in the classroom. Past research with sales professionals demonstrates that individuals early in their sales career are able to build ethical understanding (ethical efficacy) through graphic novel case studies. Students report that the graphic-novel method increases their ability to make an ethical decision while improving their ethics-education satisfaction.Value to Marketing Educators. Three written case studies and graphic novels are provided for easy application in the classroom. They can be obtained through the New Mexico State University and Daniels Fund Resource Page: http://business.nmsu.edu/research/programs/daniels-ethics/teaching/marketing-ethics/; you may also contact the authors to have a PDF file sent. The course material could be incorporated at all levels of marketing instruction. Description of a classroom exercise is provided. In addition, we provide a unique contribution to marketing education by assessing the use of graphic novels through empathy and interpersonal-mentalizing effectiveness measures.
关键词：graphic novels; personal selling; ethics; interactive classroom; pedagogy
