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- Title
STUDY-ABROAD DECISION- MAKING – COMBINING MARKETING AND BEHAVIORAL ECONOMICS PERSPECTIVES.
- Authors
BASSI, SYRINE; KOLOS, KRISZTINA
- Abstract
Student mobility has grown substantially in the past decades. Study abroad opportunities provide long-lasting advantages for students but, at the same time, represent complex decisions for applicants, usually involving a high degree of uncertainty. This paper aims to obtain a deeper understanding of study-abroad decision-making in higher education by combining marketing and behavioral economics perspectives. The authors conducted in-depth interviews with North African scholarship holders and adapted the customer journey framework to a study abroad decision context. Three stages of the customer journey were considered: the pre-application stage, the application stage, and the post-admittance stage. Loss aversion, group identification, social norms, endowment effects, and priming, as core concepts from behavioral economics, were identified and enriched the practical implications of the customer journey framework. Higher education institutions may benefit from our findings when designing their communication and recruiting strategies.
- Subjects
BEHAVIORAL economics; SCHOLARSHIPS; STUDENT mobility; CUSTOMER experience; FOREIGN study; ECONOMICS education; LOSS aversion; EMPLOYEE recruitment
- Publication
Vezetéstudomány / Budapest Management Review, 2024, Vol 55, Issue 5, p33
- ISSN
0133-0179
- Publication type
Article
- DOI
10.14267/VEZTUD.2024.05.03