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50 Years of ERIC
50 Years of ERIC
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Peer reviewed Peer reviewed
ERIC Number: EJ652418
Record Type: CIJE
Publication Date: 2001
Pages: N/A
Abstractor: N/A
Reference Count: 0
ISBN: N/A
ISSN: ISSN-0884-1241
Means-End Theory: Getting the Service Customer's Attention.
Rosen, Deborah E.; Greenlee, Timothy B.
Journal of Marketing for Higher Education, v10 n4 p13-33 2001
Examined the usefulness of Means-End Theory in developing effective college recruitment brochures. Found evidence that brochures that emphasize attributes (e.g., cost, location) over consequences (e.g., getting a job) or values (e.g., security) will generate greater interest in an educational institution. (EV)
Descriptors: Higher Education, Institutional Characteristics, Pamphlets, Persuasive Discourse, School Publications, Student Recruitment
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers: Educational Marketing; Means End Test