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ERIC Number: EJ1130297
Record Type: Journal
Publication Date: 2015
Pages: 18
Abstractor: As Provided
ISSN: ISSN-1052-8008
A View from the Aisle Revisited: Delight and Outrage in the Classroom
Swanson, Scott R.; Azab, Carol; Davis, J. Charlene
Marketing Education Review, v25 n3 p215-232 2015
This research explores marketing students' emotional reactions to classroom encounters. We identify what types of critical incidents lead to specific emotional outcomes. The study included a sample of 1,208 marketing undergraduates. Findings confirm the viability of the taxonomies identified by Swanson and Davis (2000). We expand their framework to include the emotions of outrage and delight. Results confirm the conceptual distinctions among satisfaction, delight, dissatisfaction, and outrage, while suggesting that the absence of those factors that contribute to students' dissatisfaction and outrage will not necessarily lead to their satisfaction and delight. Suggestions for responding are identified and associated with specific incident types.
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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