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Education Commons

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Selected Works

Educational Assessment, Evaluation, and Research

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2007

Marketing in Higher Education

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Full-Text Articles in Education

Blink And They're Gone: A "Quick-Take" On Impulse Purchase Behavior And Enrollment Marketing In Higher Education, Oscar T. Mcknight, Ronald Paugh, Vahn Knight Dec 2006

Blink And They're Gone: A "Quick-Take" On Impulse Purchase Behavior And Enrollment Marketing In Higher Education, Oscar T. Mcknight, Ronald Paugh, Vahn Knight

Oscar T McKnight Ph.D.

The college-decision process that prospective students make has been characterized as deliberate and prolonged -- a classic extensive problem solving behavior model. New research indicates that a significant proportion of students engage in impluse purchase behavior when choosing a college. Marketing implications for enrollment management and "Blink An Intervention Model" are presented