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UNDERSTANDING FACULTY ADOPTION OF MARKETING SIMULATIONS.

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Τίτλος: UNDERSTANDING FACULTY ADOPTION OF MARKETING SIMULATIONS.
Συγγραφείς: Lynch, Patrick1 patrick.lynch@lyon.edu, Roy, Donald P.2
Πηγή: Marketing Management Association Educators' Conference Proceedings. Fall2026, p46-51. 6p.
Θεματικοί όροι: *Innovation adoption, *Website usability, Technology Acceptance Model, Self-efficacy, Educational benefits, Simulation methods in education, Experiential learning
Περίληψη: This conceptual paper proposes a framework for understanding faculty adoption of marketing simulations. Drawing from marketing education literature, experiential learning theory, and the Technology Acceptance Model, the framework identifies two broad categories of factors that may shape simulation adoption decisions: instructor factors and simulation factors. Instructor factors include self-efficacy, technostress, and prior experience with game-based learning, while simulation factors include ease of use, customer value, and facilitating conditions. The paper argues that faculty adoption decisions are influenced not only by the perceived pedagogical value of simulations but also by implementation concerns related to workload, confidence, and technical support. The paper discusses practical implications for marketing educators and simulation publishers, including strategies to support broader adoption through training, instructional resources, and responsive technical support. [ABSTRACT FROM AUTHOR]
Copyright of Marketing Management Association Educators' Conference Proceedings is the property of Marketing Management Association and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
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PubType: Conference
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  Data: UNDERSTANDING FACULTY ADOPTION OF MARKETING SIMULATIONS.
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  Data: <searchLink fieldCode="JN" term="%22Marketing+Management+Association+Educators'+Conference+Proceedings%22">Marketing Management Association Educators' Conference Proceedings</searchLink>. Fall2026, p46-51. 6p.
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  Data: *<searchLink fieldCode="DE" term="%22Innovation+adoption%22">Innovation adoption</searchLink><br />*<searchLink fieldCode="DE" term="%22Website+usability%22">Website usability</searchLink><br /><searchLink fieldCode="DE" term="%22Technology+Acceptance+Model%22">Technology Acceptance Model</searchLink><br /><searchLink fieldCode="DE" term="%22Self-efficacy%22">Self-efficacy</searchLink><br /><searchLink fieldCode="DE" term="%22Educational+benefits%22">Educational benefits</searchLink><br /><searchLink fieldCode="DE" term="%22Simulation+methods+in+education%22">Simulation methods in education</searchLink><br /><searchLink fieldCode="DE" term="%22Experiential+learning%22">Experiential learning</searchLink>
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  Data: This conceptual paper proposes a framework for understanding faculty adoption of marketing simulations. Drawing from marketing education literature, experiential learning theory, and the Technology Acceptance Model, the framework identifies two broad categories of factors that may shape simulation adoption decisions: instructor factors and simulation factors. Instructor factors include self-efficacy, technostress, and prior experience with game-based learning, while simulation factors include ease of use, customer value, and facilitating conditions. The paper argues that faculty adoption decisions are influenced not only by the perceived pedagogical value of simulations but also by implementation concerns related to workload, confidence, and technical support. The paper discusses practical implications for marketing educators and simulation publishers, including strategies to support broader adoption through training, instructional resources, and responsive technical support. [ABSTRACT FROM AUTHOR]
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  Data: <i>Copyright of Marketing Management Association Educators' Conference Proceedings is the property of Marketing Management Association and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.)
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RecordInfo BibRecord:
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      – Code: eng
        Text: English
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        PageCount: 6
        StartPage: 46
    Subjects:
      – SubjectFull: Innovation adoption
        Type: general
      – SubjectFull: Website usability
        Type: general
      – SubjectFull: Technology Acceptance Model
        Type: general
      – SubjectFull: Self-efficacy
        Type: general
      – SubjectFull: Educational benefits
        Type: general
      – SubjectFull: Simulation methods in education
        Type: general
      – SubjectFull: Experiential learning
        Type: general
    Titles:
      – TitleFull: UNDERSTANDING FACULTY ADOPTION OF MARKETING SIMULATIONS.
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            NameFull: Roy, Donald P.
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            – D: 01
              M: 09
              Text: Fall2026
              Type: published
              Y: 2026
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