When the row predicts the grade: Differences in marketing students' performance as a function of seating location

Although there can be few doubts about the influence of the learning environment on individual behaviors, the relationship between seating location and efficacy of the learning performance has not been clarified yet. This study investigates the relationship between students' seating location in the classroom and their learning achievements in five marketing classes (N = 232) over a 5-year period, exploring the moderating role of personal traits (i.e., shyness, and nonconformity) previously neglected in past research. Results suggest that sitting in a particular row of the classroom does influence learning performance, and this relationship is moderated by the individuals' levels of shyness, but not of nonconformity. Implications for educators and marketers are discussed.