Building Learning Curve and Script Theory Knowledge with LEGO

• Published in: Marketing education review 2010-04, Vol.20 (1), p.71-76
• Main Authors: Lindsey, Matthew D., Neeley, Concha R.
• Format: Article
• Language: English
• ISSN: 1052-8008; 2153-9987
• DOI: 10.2753/MER1052-8008200110

The teaching innovation described in this paper is designed to enhance the learning process for topics related to learning curve and script theory. LEGO® building block sets are used in experiential classroom demonstrations and exercises to make concepts related to the learning curve "real" to students. The subject of learning curves is often found and generally discussed in undergraduate operations management courses; however, the concept is also found in discussions in many business disciplines, including marketing, and in most industries. In addition to script theory knowledge as demonstrated in this paper, the concept of learning curves is related to discussions on negotiating and purchasing concepts, the introduction of Internet marketing, and consumer behavior to name a few. In this paper, we explain an innovative activity utilizing LEGO® blocks in a classroom demonstration of the importance of learning to consumer performance in a services context. The exercise in this paper serves two purposes. It provides an example for students who lack "realworld" experience and might have a difficult time with the concepts presented. It also clearly translates a difficult mathematical concept into a realistic application. Complex formulas with logarithms and exponents can easily frighten students from attempting to understand certain concepts. This application demonstrates the relationship between repetition and improvement and provides a clear exercise to exemplify a complex topic.