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ERIC Number: EJ1131211
Record Type: Journal
Publication Date: 2016
Pages: 14
Abstractor: As Provided
Reference Count: 32
ISBN: N/A
ISSN: ISSN-1052-8008
Who Are You Going After? A Practical Typology to Generate Engagement in Professional Student Organizations
Munoz, Laura; Miller, Richard J.; Poole, Sonja Martin
Marketing Education Review, v26 n2 p105-118 2016
On the basis of experiential learning theory and Cialdini's principles of influence, two psychological streams focused on providing hands-on experiences and on effectively influencing individuals, this article identifies a typology of students to engage them in professional student organizations. Exploratory factor analysis and cluster analysis tests were used to uncover the typology in which 3 distinct segments were identified and named: "motivated advocates," "uncovered talent," and "indifferent agents." Identifying and understanding each segment can lead faculty advisors to more effective marketing and engagement of students by better understanding the value that students place in being active members of professional student organizations.
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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