IDEAS home Printed from https://ideas.repec.org/a/spr/irpnmk/v13y2016i2d10.1007_s12208-016-0160-0.html
   My bibliography  Save this article

The student’s choice based on consumer psychology: an analysis applied to higher education institutions of Brazil

Author

Listed:
  • Solange Alfinito

    (University of Brasília)

  • Manoel Brod Siqueira

    (Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (Capes))

  • Claudio V. Torres

    (University of Brasilia)

Abstract

The purpose of this paper is to investigate the student’s choice of a higher education institution (HEI) in Brazil, through the Consumer Cultural Influence Model (CCIM), that considers subjective aspects of consumer behavior involving human values, social axioms, judgment and meaning of product, and product attributes. Through a quantitative approach, participants were surveyed via Internet. They were Brazilian university students, from all geographic regions of Brazil, mostly attending the first year of higher education, and enrolled in either private or public HEI. The instrument was presented in Portuguese using four Likert-type measurement scales (i.e., human values, social axioms, judgment and meaning, and HEI attributes), and social economic status questions. Findings reveal important results, consistent and complementary to the tools commonly used for understanding consumer behavior. They also support HEI can be clustered in three distinct categories in Brazil, and that students from each category make their HEI choice influenced by different aspects. For large HEI, student’s choice showed to be related to subjective aspects. The students of this category give more importance for the social axiom of social complexity than students from other categories and, in a negative way, for the dimensions of reward for application (social axiom) and conformity (human value). For small HEI, CCIM explains 11.4 % of choice related to subjective aspects. This study provides valuable information to the development of specific public policies to enhance student’s enrollment in HEIs and accomplish the goals of Brazilian National Education Plan (PNE) 2014–2024. It also provides valuable managerial insights into HEI’s choice and offers specific information to provide strategic positioning guides to college managers competing in Brazilian educational marketplace.

Suggested Citation

  • Solange Alfinito & Manoel Brod Siqueira & Claudio V. Torres, 2016. "The student’s choice based on consumer psychology: an analysis applied to higher education institutions of Brazil," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 13(2), pages 185-201, July.
    • Handle: RePEc:spr:irpnmk:v:13:y:2016:i:2:d:10.1007_s12208-016-0160-0
    DOI: 10.1007/s12208-016-0160-0
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s12208-016-0160-0
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s12208-016-0160-0?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Gary S. Becker, 1962. "Investment in Human Capital: A Theoretical Analysis," NBER Chapters, in: Investment in Human Beings, pages 9-49, National Bureau of Economic Research, Inc.
    2. Rothschild, Michael & White, Lawrence J, 1995. "The Analytics of the Pricing of Higher Education and Other Services in Which the Customers Are Inputs," Journal of Political Economy, University of Chicago Press, vol. 103(3), pages 573-586, June.
    3. Rebelo, Sergio, 1991. "Long-Run Policy Analysis and Long-Run Growth," Journal of Political Economy, University of Chicago Press, vol. 99(3), pages 500-521, June.
    4. Maria Olivares & Heike Wetzel, 2014. "Editor's Choice Competing in the Higher Education Market: Empirical Evidence for Economies of Scale and Scope in German Higher Education Institutions," CESifo Economic Studies, CESifo Group, vol. 60(4), pages 653-680.
    5. Allen, Michael W. & Ng, Sik Hung, 1999. "The direct and indirect influences of human values on product ownership," Journal of Economic Psychology, Elsevier, vol. 20(1), pages 5-39, February.
    6. Breno Giovanni Adaid Castro & Claudio Vaz Torres & Thiago Gomes Nascimento & Gisela Demo, 2015. "Are Men More Rational than Women when Purchasing Cars?: A Comparison of Cultural Influences on Product Judgment in Brazil and the United States of America," Brazilian Business Review, Fucape Business School, vol. 12(6), pages 72-99, November.
    7. Romer, Paul M, 1990. "Endogenous Technological Change," Journal of Political Economy, University of Chicago Press, vol. 98(5), pages 71-102, October.
    8. Theodore W. Schultz, 1960. "Capital Formation by Education," Journal of Political Economy, University of Chicago Press, vol. 68(6), pages 571-571.
    9. Richins, Marsha L, 1994. "Valuing Things: The Public and Private Meanings of Possessions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(3), pages 504-521, December.
    10. Mittal, Banwari, 1988. "The role of affective choice mode in the consumer purchase of expressive products," Journal of Economic Psychology, Elsevier, vol. 9(4), pages 499-524, December.
    11. Solomon, Michael R, 1983. "The Role of Products as Social Stimuli: A Symbolic Interactionism Perspective," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(3), pages 319-329, December.
    12. Lucas, Robert Jr., 1988. "On the mechanics of economic development," Journal of Monetary Economics, Elsevier, vol. 22(1), pages 3-42, July.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. repec:ebl:ecbull:v:2:y:2002:i:1:p:1-15 is not listed on IDEAS
    2. Dur, Robert & Glazer, Amihai, 2008. "Subsidizing Enjoyable Education," Labour Economics, Elsevier, vol. 15(5), pages 1023-1039, October.
    3. Muhammad Ali Asadullah, 2019. "Quadratic Indirect Effect of National TVET Expenditure on Economic Growth Through Social Inclusion Indicators," SAGE Open, , vol. 9(1), pages 21582440198, March.
    4. Christos T. Papadas & Sophia Efstratoglou, 2004. "Estimation of Regional Economic Convergence Equations Using Artificial Neural Networks with Cross Section Data," ERSA conference papers ersa04p149, European Regional Science Association.
    5. Conrad, Daren, 2017. "Education's Contribution to Economic Growth," MPRA Paper 77365, University Library of Munich, Germany.
    6. Aykut Kibritçioglu, 2002. "On the Smithian origins of "new" trade and growth theories," Economics Bulletin, AccessEcon, vol. 2(1), pages 1-15.
    7. Giménez, Gregorio, 2005. "The human capital endowment of Latin America and the Caribbean," Revista CEPAL, Naciones Unidas Comisión Económica para América Latina y el Caribe (CEPAL), August.
    8. Mine Yilmazer & Serkan inar, 2015. "Human Capabilities and Economic Growth: A Comparative Human Capability Index," International Journal of Economics and Financial Issues, Econjournals, vol. 5(4), pages 843-853.
    9. Husain, Muhammad Jami, 2010. "Contribution of health to economic development: A survey and overview," Economics - The Open-Access, Open-Assessment E-Journal (2007-2020), Kiel Institute for the World Economy (IfW Kiel), vol. 4, pages 1-52.
    10. Klaus Waelde, 1996. "Lifetime learning, biased technological change and the evolution of wages in the U.S. 1960 - 1990," Labor and Demography 9601001, University Library of Munich, Germany.
    11. repec:eee:labchp:v:3:y:1999:i:pc:p:2943-2984 is not listed on IDEAS
    12. Gachino, Geoffrey, 2006. "Foreign Direct Investment, Firm-Level Capabilities and Human Capital Development: Evidence from Kenyan Manufacturing Industry," MERIT Working Papers 2006-014, United Nations University - Maastricht Economic and Social Research Institute on Innovation and Technology (MERIT).
    13. Tamal Krishna Kayal, 2022. "Classifying Units into Homogeneous Groups: Application of a Two-stage Method to District-level Data on Primary Education in India," Margin: The Journal of Applied Economic Research, National Council of Applied Economic Research, vol. 16(2), pages 203-221, May.
    14. Yassine Jaber & Ismail Kabouri & Mohamed Bouzahzah & Ibourk Aomar & Mohamed Karim, 2022. "Economic growth and education in Morocco: Cointegration and Toda Yamamoto Granger Causality," Post-Print hal-03694377, HAL.
    15. Prof. Dr. Adem KALCA & Resc. Assist. Atakan DURMAZ, 2012. "Diaspora As The Instrument Of Humane Capital," International Journal of Business and Social Research, LAR Center Press, vol. 2(5), pages 94-104, October.
    16. Schreiner, Lena & Madlener, Reinhard, 2022. "Investing in power grid infrastructure as a flexibility option: A DSGE assessment for Germany," Energy Economics, Elsevier, vol. 107(C).
    17. van de Klundert, T.C.M.J. & Smulders, J.A., 1991. "Reconstructing growth theory : A survey," Other publications TiSEM 19355c51-17eb-4d5d-aa66-b, Tilburg University, School of Economics and Management.
    18. Antonio Ciccone & Giovanni Peri & Douglas Almond, "undated". "Capital, Wages, and Growth: Theory and Evidence," Working Papers 152, IGIER (Innocenzo Gasparini Institute for Economic Research), Bocconi University.
    19. Carine Nourry, 2012. "Dasgupta, D.: Modern growth theory," Journal of Economics, Springer, vol. 105(1), pages 97-100, January.
    20. Benjamin Montmartin & Nadine Massard, 2015. "Is Financial Support For Private R&D Always Justified? A Discussion Based On The Literature On Growth," Journal of Economic Surveys, Wiley Blackwell, vol. 29(3), pages 479-505, July.
    21. V. V. Chari & Patrick J. Kehoe & Ellen R. McGrattan, 1996. "The Poverty of Nations: A Quantitative Exploration," NBER Working Papers 5414, National Bureau of Economic Research, Inc.
    22. Matthias Firgo & Peter Mayerhofer, 2015. "Wissens-Spillovers und regionale Entwicklung - welche strukturpolitische Ausrichtung optimiert des Wachstum?," Working Paper Reihe der AK Wien - Materialien zu Wirtschaft und Gesellschaft 144, Kammer für Arbeiter und Angestellte für Wien, Abteilung Wirtschaftswissenschaft und Statistik.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:irpnmk:v:13:y:2016:i:2:d:10.1007_s12208-016-0160-0. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.