Hogyan hoznak döntéseket a hallgatók a külföldi tanulmányaikról?
Marketing és viselkedési közgazdaságtan együttes alkalmazása
DOI:
https://doi.org/10.14267/VEZTUD.2024.05.03Kulcsszavak:
külföldi tanulmányok, vevői út, viselkedési közgazdaságtan, hallgatói mobilitásAbsztrakt
A hallgatói mobilitás számottevően megnőtt az elmúlt évtizedekben. A külföldi tanulási lehetőségek hosszú távú előnyöket nyújtanak a hallgatók számára, de egyben komplex döntéseket is jelentenek, amelyek jellemzően nagyfokú bizonytalansággal párosulnak. A tanulmány célja, hogy a marketing és a viselkedési közgazdaságtan összekapcsolásával mélyebb ismereteket lehessen szerezni arról, hogy a felsőoktatás esetében hogyan hoznak a hallgatók külföldi tanulmányokkal kapcsolatos döntéseket. A szerzők mélyinterjúkat készítettek észak-afrikai ösztöndíjasokkal és a vevői út (customer journey) keretrendszerét adaptálták a külföldi tanulmányokkal kapcsolatos döntések kontextusára. A vevői út három szakaszát különböztették meg: jelentkezés előtti szakasz, jelentkezés szakasza és a felvételt követő szakasz. A viselkedési közgazdaságtan alapkoncepciói közül a veszteségkerülés, a csoportidentifikáció, a társadalmi normák, a birtoklási hatás és az előhangolás érvényesült a kutatásukban és hozzájárultak a vevői út keretrendszerének gazdagításához. A felsőoktatási intézmények a kutatás eredményeit hasznosíthatják a kommunikációs és toborzási tevékenységük során.
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