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ERIC Number: EJ836440
Record Type: Journal
Publication Date: 2008-Apr
Pages: 36
Abstractor: As Provided
Reference Count: 49
ISSN: ISSN-0884-1241
Underlying Consumer-Valuing Structures of Baby Boomers as Older Adults in Community Colleges: A Grounded Theory
Palazesi, Louis Mark; Bower, Beverly L.; Schwartz, Robert A.
Journal of Marketing for Higher Education, v17 n2 p256-291 Apr 2008
The purpose of this study was to present a grounded theory that fills in gaps in the higher education literature on the concept of educational consumer value and perceptions that support consumer value. Specifically, this study focuses on the learning experiences of Baby Boomers (40-60 year old adults) as older adult students attending community colleges. This study examines value as a factor in the consumer behavior of these students. An understanding of Baby Boomer consumer behavior, the processes which drive this behavior, and the aging Baby Boomers' potential as continuously returning learners, could help develop programs and marketing plans for community colleges interested in attracting and retaining the Baby Boomer market. (Contains 3 figures.)
Routledge. Available from: Taylor & Francis, Ltd. 325 Chestnut Street Suite 800, Philadelphia, PA 19106. Tel: 800-354-1420; Fax: 215-625-2940; Web site:
Publication Type: Journal Articles; Reports - Research
Education Level: Two Year Colleges
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A