Newsroom – California State University, Northridge

Cal State Northridge Marketing Professor awarded Fulbright Scholarship to Teach in Taiwan

(NORTHRIDGE, Calif., May. 25th, 2010) ―

“Don’t take me to your monuments, though archaeological digs can be fun,” says Cal State Northridge marketing professor David Ackerman. “Take me to your marketplace.”

Ackerman will be taking these words to heart as a Fulbright scholar at the National Chengchi University in Taiwan.

The Fulbright Program was established in 1946 under legislation introduced by late Senator J. William Fulbright of Arkansas. The program creates a context to provide a better understanding of U.S. views and values, promotes more effective bi-national cooperation and nurtures open-minded, thoughtful leaders, both in the U.S. and abroad, who can work together to address common concerns.

In addition to teaching, which will commence in September, Ackerman also will be giving talks about his research to scholars and the community there. He plans to take advantage of the opportunity to conduct cross-cultural research as well.

“I have always believed that shopping is the best way to understand another culture,” he said. “Hopefully, I can communicate an enthusiasm to students there to explore these consumer differences.”

Shortly after he got the news about receiving the Fulbright scholarship, Ackerman learned that an article he wrote was going to be published.

“After my acceptance by Fulbright, I heard that a journal article I had been working on with a colleague in my department about the concept of ‘re nao’ –or enjoyable hustle and bustle, hard to translate directly– in shopping at night markets in Taiwan had been accepted for publication,” he said.

The J. William Fulbright Foreign Scholarship Board was established by Congress for the purpose of supervising the Fulbright Program and certain programs authorized by the Fulbright-Hays Act and for the purpose of selecting students, scholars, teachers, trainees, and other persons to participate in the educational exchange programs. Appointed by the President of the United States, the 12-member Board meets quarterly in Washington, D.C. The Board establishes worldwide policies and procedures for the Program and issues an annual report on the state of the Program. The Board maintains a close relationship with both the Bureau of Educational and Cultural Affairs (ECA) and the executive directors of all the bi-national Fulbright Commissions.

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