This paper highlights the increasingly important topic of consumer confusion. Drawing parallels with experiences in the private sector, the concept of consumer confusion is explored within the higher education sector; what causes the phenomenon, how do consumers react to it and how can it be negated/minimised? The expansion and commercialisation of higher education has seen the wide‐scale adoption of marketing techniques within the sector. Such actions generate increased capacity for consumer confusion, with consumers being overwhelmed with information and potentially making sub‐optimum decisions. Given that the selection of a degree course is normally a life changing event, careful consideration needs to be given, by all parties, to whether marketing helps or hinders this process. While focusing on higher education, the issues considered are equally applicable to any public sector body adopting a more market driven approach.
International Journal of Educational Management – Emerald Publishing
Published: Aug 1, 2004
Keywords: Consumers; Consumer behaviour; Higher education
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.
Read from thousands of the leading scholarly journals from SpringerNature, Wiley-Blackwell, Oxford University Press and more.
All the latest content is available, no embargo periods.
“Hi guys, I cannot tell you how much I love this resource. Incredible. I really believe you've hit the nail on the head with this site in regards to solving the research-purchase issue.”Daniel C.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud
“I must say, @deepdyve is a fabulous solution to the independent researcher's problem of #access to #information.”@deepthiw
“My last article couldn't be possible without the platform @deepdyve that makes journal papers cheaper.”@JoseServera