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Direct linkGarber, Lawrence L., Jr.; Hyatt, Eva M.; Boya, Unal O.; Ausherman, Babs – Marketing Education Review, 2012
To understand how learners of respective types respond to marketing games, a joint space generated by canonical correlation analysis is used to recreate Kolb's learning style-type plot and locate business students as points within it according to their learning style types. Two hundred twenty-three undergraduate students played The Marketing Game!…
Descriptors: Cognitive Style, Marketing, Multivariate Analysis, Correlation
