UNPLUGGED: DIGITAL DETOX ENHANCES STUDENT LEARNING

ABSTRACT

Technology and new digital media tools can enhance student learning; however, the opposite also can be true. Abstaining from technology and digital media can help students understand how such technology influences consumer behavior and how marketers may use it. This paper describes the purpose, design, and methods of an unplugged class assignment. Students pledged to abstain from all forms of digital media for 48 consecutive hours to help them develop an appreciation for how digital media influences their behavior. Students created a video documenting their experiences and applied consumer behavior concepts. Quantitative and qualitative data support the effectiveness of the project. Opportunities and challenges associated with replicating the assignment in additional marketing classes are discussed.

Disclosure Statement

No potential conflict of interest was reported by the authors.