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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
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.