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ERIC Number: EJ1026269
Record Type: Journal
Publication Date: 2013
Pages: 20
Abstractor: As Provided
ISSN: ISSN-0884-1241
Overcoming Potential Negative Consequences of Customer Orientation in Higher Education: Closing the Ideological Gap
Nguyen, Adam; Rosetti, Joseph
Journal of Marketing for Higher Education, v23 n2 p155-174 2013
Substantial discussion has been going on surrounding the potential negative consequences of a customer orientation in college education. A major concern stems from the ideological gap--the perceived differentiation between what the students want and the educators' view of what is in the best interests of the students. A key aspect of the ideological gap pertains to students' short-term wants (pleasure) versus educators' long-term-oriented interests (learning). Inspired by the societal marketing concept, we examine the possibility of closing this gap by means of a desirable educational model that aligns the interests of students and educators. Empirically, an open-ended survey explores student perceptions of a desirable educational model in the context of the marketing discipline. Then, two quantitative surveys show that students prefer desirable over pleasing and salutary models, and that academic motivation moderates their preference.
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A