Psychology Commons^™

Customer Satisfaction With College Choice: Something To Scream About When Addressing Cognitive Dissonance, Buyer's Remorse, And The Experience Of Regret, Oscar T. Mcknight, Ronald Paugh, Aaron Mcknight, Heidi Parker

Oscar T McKnight Ph.D.

A modified Thematic Apperception Test [TAT] was administered to undergraduate students to assess dissonance, remorse and regret with their college choice. Results indicate a “roller coaster” affect associated with overall customer satisfaction. The SCREAM model is provided to assist marketing and enrollment managers in their retention efforts.

Marketing To Entrepreneurs, Site Selectors And Relocation Professionals: An Action Plan For Community Economic Development, Oscar T. Mcknight, Ronald Paugh, Aaron Mcknight, Megan Polak

Oscar T McKnight Ph.D.

Community officials offer an array of incentives to stimulate local business growth, unaware of the salient criteria that determine location decisions. An analysis of proprietary research reports and site selector feasibility studies indicates specific criteria that are universally evaluated, nine of which undermine economic development initiatives. An ‘ACTION’ plan is provided to assist city planners’ efforts in appealing to site selection professionals.

The New Millennium And Online Counseling: Ecological Practice, Concerns And Discussion, Oscar T. Mcknight

Oscar T McKnight Ph.D.

For counselors, the ecosystem is vast and encompassing; and professionals must understand the client in both context and time. This in and of itself is a daunting task; now, enter the New Millennium and on-line counseling. The Web is the poster child of interconnectivedness and interdependence of systems; however, is the Web bringing us closer or further apart? The Web is transforming society and potentially the ecological context of counseling. A review is necessary.

The Massillon Artful Living Project: Some Positive Results Are Evident, Oscar T. Mcknight, John Sikula, Gary Zoldesy

Oscar T McKnight Ph.D.

The Massillon Artful Living Project (ALP) was created to immerse developing minds in the fine arts and to enhance the creativity, social skills, and academic achievement of preschool children. The data analyses to date support program expansion. Also, feedback by teachers, parents, administrators and community arts providers are positive.

Marketing Entrepreneurship From Within: A "City-Type" Strategy For Economic Development, Oscar T. Mcknight, Ronald Paugh, Jeremiah Trein

Oscar T McKnight Ph.D.

Too often city officials seek external expertise in advancing economic development initiatives when significant economic opportunities may exist internally. This research examines the relationship between “city-type” and entrepreneurial aspirations of its residents. A “START-UP” strategy that combines internal and external initiatives for the marketing of economic development is provided.

Re-Examining The Helicopter Parent: What Every Marketing Professional In Higher Education Should Know, Oscar T. Mcknight, Ronald Paugh, Aaron Mcknight, Heidi Parker

Oscar T McKnight Ph.D.

This research seeks to determine specific differences regarding "areas of concern" between helicopter and non-helicopter parents during the college selection process. Research findings indicate that a consistent clustering of economic factors is preeminent for both the helicopter and non-helicopter parent. A comprehensive revies of parental concerns and an engagingb marketing strategy, "EMS" are offered.

Marketing To Helicopter Parents: Hovering Headache Or Untapped Economic Resource, Oscar T. Mcknight, Ronald Paugh, Aaron Mcknight, Heidi Parker

Oscar T McKnight Ph.D.

Too often helicopter parents are deemed bothersome to professionals in higher education. However, this research indicates that helicopter parents are a niche market. Thus, incorporating the helicopter parent into a university's offical target marketing campaign appears warranted and necessary given the current economic climate.

The Massillon Academic Success Project: An Investigation Of How Disadvantaged African American Students Can Rise Above Barriers To Academic Achievement, Oscar T. Mcknight

Oscar T McKnight Ph.D.

No abstract provided.

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

Channeling Buzz Or Bucks? Ethical Implications For Marketing, Oscar T. Mcknight, Ronald Paugh, Vahn Knight

Oscar T McKnight Ph.D.

Too often higher education officials equate successful enrollment management with determining the appropriate financial-aid package, assuming the student matriculates. However, there are competing theories as to why a student may be attracted to a particular college. Could it be the "buzz"? This study examines the relationship between buzz and bucks with respect to enrollment objectives. Research findings indicate that it is not an either-or proposition. Moreover, marketers are presented with an ethical responsibility to safeguard the public.

East Meets West, Or Vice-Versa: Exploring A Hybrid Pedagogical Approach To Global Instruction, Ronald Paugh, Oscar Mcknight, Jun Gong

Oscar T McKnight Ph.D.

In an increasing multicultural classroom a Confucian-Socratic framework is used to highlight fundamental differences in learning approaches between Eastern and Western cultures. However, educators must also be aware of inherent similarities if best practices are to be gleaned and implemented with ingenuity in the classroom. Therefore, innovations and insights into the qualitative-quantitative continum of contemporary research are offered as an analogue to help build a hybrid model of global instruction. A new Mobius Model of Global Instruction is introduced that emphasizes a multicultural perspective

Using Advertising Principles To Help Marketing Students Land Their First Job, Ronald Paugh, Oscar T. Mcknight, Setor Danku

Oscar T McKnight Ph.D.

As competition intensifies for entry-level marketing jobs, students of marketing must become more adept at sharpening their self-marketing and job search skills. The authors illustrate how advertising principles can be applied to this "creative" endeavor

A New Paradigm In Student Course Evaluation: From Instructor Satisfaction To Course Content, Oscar T. Mcknight, Ronald Paugh, M Manzo

Oscar T McKnight Ph.D.

No abstract provided.

The Ethical Dilemmas Of Communicating A University's Job Placement Rate: Legal Obligation Or Moral Responsibility, Oscar T. Mcknight, Ronald Paugh, Karen Hagans

Oscar T McKnight Ph.D.

The purpose of this research is to investigate one area of ethical concern in higher education, specifically the reporting of job placement rates. The research discovered such dramatic variations in the way job placement rates were calculated and reported that job placement data become suspect. The ethical concerns of reporting job placement data are discussed in relationship to institutional policies and practices and student expectations

Building A Direct Marketing Bridge To High Achieving Students: Introducing A Cost Effective Financial Aid Leveraging Model, Oscar T. Mcknight, Ronald Paugh

Oscar T McKnight Ph.D.

No abstract provided.

New Paradigm In Classroom Assessment: The Externally Trained (Et) Observer Model, Oscar T. Mcknight, Ronald Paugh

Oscar T McKnight Ph.D.

Traditional classroom assessment techniques are fraught with weaknesses and inherent contradictions. The proposed paradigm in classroom assessment - the Externally Trained (ET) Observer Model - is not a traditional classroom assessment model. It is a quality control measure which ultimately benefits both students and instructor

Planning And Assessing A Short-Term Study Abroad Program For Undergraduate Students Of Marketing And Business, Ronald Paugh, Amy Kruse, Oscar T. Mcknight

Oscar T McKnight Ph.D.

Faced with intense global competition, marketing practitioners are requiring business schools to equip students with the requisite international skills and competencies. The authors describe a short-term study abroad program rooted in an experimental learning context using outcomes-based education as a method of assessment for continuous improvement initiatives

Parental Assessment Of College Character: Brand Identity And Consumer Behavior In Higher Education, Oscar T. Mcknight, Ronald Paugh, Emily Newton

Oscar T McKnight Ph.D.

The concept of character development in higher education enjoys considerable professional support. Moreover, commercial marketers are aggressively promoting brand image and brand character to differentiate their products and services. However, there is a paucity of research on the marketing of a university's brand character. This exploratory research examines parental assessment of college character , its conceptual components and hierarchical factor structure. A discussion highlights practical implications for the marketing of a college's brand character.

Assessing Expectations Of The First Year Student - Asap, Oscar T. Mcknight

Oscar T McKnight Ph.D.

No abstract provided.

Mass Customization And Permission Marketing: An Exploratory Study Of Higher Education, R Bitar, Oscar T. Mcknight, Ronald Paugh

Oscar T McKnight Ph.D.

No abstract provided.

Pest Testing Consumer Behavior In Higher Education: A Perceptual Identity Audit With Bite, Oscar T. Mcknight, Ronald Paugh

Oscar T McKnight Ph.D.

No abstract provided.

Floating A University Website: If You're Going To Fish, Bring The Right Bait, Oscar T. Mcknight, Ronald Paugh

Oscar T McKnight Ph.D.

Visual and printed information desired by precollege students were examined using a cluster technique. Significant relationships between the ACT score and student preferences were found. Several recommendations are offered to assist college and university administrators integrate the research and interactivity of the Web into their overall marketing strategy.

Advertising Slogans And University Marketing: An Exploratory Study Of Brand-Fit And Cognition In Higher Education, Oscar T. Mcknight, Ronald Paugh

Oscar T McKnight Ph.D.

It is not uncommon for universities to develop and market their advertising slogan. This study examines institutional advertising slogans, and empirically tests the cognitive component of brand-fit. Findings are indicative of a relationship between cognition and university advertising slogans. Implications for university communications are marketing strategies are discussed.

A Rapid Assessment Model For Student Affairs: A Paradigm, Oscar T. Mcknight, Robin W. Gagnow, Sue Heimann

Oscar T McKnight Ph.D.

The Unification Of Marketing And Assessment In Higher Education: A Model, Oscar T. Mcknight, Ronald Paugh

Oscar T McKnight Ph.D.

A marketing assessment model that includes university outcome measures is presented. The model incorporates consumer expectations theory and marketing strategy. Findings indicate that student expectations vary among the undergraduate population. Marketing implications for student recruitment and retention efforts are offered

Merging Retention And Financial Aid In Enrollment Management By Market Segmentation, Oscar T. Mcknight, Ronald P

Oscar T McKnight Ph.D.

High school GPA, ACT score, academic effort, and financial need in predicting student retention risk are examined. The objective is to merge retention risk with financial aid and to explore the options available to the university. Financial aid leveraging is discussed in terms of product fit and positioning strategies

A Comparison Of Likert Response Formats In Student Affairs: The Abc's Of Assessment, Oscar T. Mcknight, Robin W. Gagnow, Sue Heimann

Oscar T McKnight Ph.D.

No abstract provided.