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.
Letöltések
Hivatkozások
Albien, A.J., & Mashatola, N.J. (2021). A systematic review and conceptual model of international student mobility decision-making. Social Inclusion, 9(1), 288- 298. https://doi.org/10.17645/si.v9i1.3769
Beine, M., Noël, R., & Ragot, L. (2013). Determinants of International Migration of Students. Economics of Education Review, (41), 40-54. https://doi.org/10.1016/j.econedurev.2014.03.003
Berry, J.W. (2005). Acculturation: Living successfully in two cultures. International Journal of Intercultural Relations, 29(6), 697–712. https://doi.org/10.1016/j.ijintrel.2005.07.013
Bertrand, M., Mullainathan, S., & Shafir, E. (2006). Behavioral economics and marketing in aid of decision making among the poor. Journal of Public Policy & Marketing, 25(1), 8-23. https://doi.org/10.1509/jppm.25.1.8
Böhm, A., Follari, M., Hewett, A., Jones, S., Kemp, N., Meares, D., ... & Van Cauter, K. (2004). Vision 2020: Forecasting international student mobility: A UK perspective. London: British Council. https://www.britishcouncil.org/education/he-science/knowledge-centre/transnational-education/vision-2020
Chuah, S.H., & Devlin, J. (2011). Behavioural economics and financial services marketing: a review. International Journal of Bank Marketing, 29(6), 456-469. https://doi.org/10.1108/02652321111165257
Corr, P., & Plagnol, A. (2018). Behavioral economics: The basics. Routledge. https://doi.org/10.4324/9781315391229
Dowling, K., Guhl, D., Klapper, D., Spann, M., Stich, L., & Yegoryan, N. (2020). Behavioral biases in marketing. Journal of the Academy of Marketing Science, 48(3), 449–477. https://doi.org/10.1007/s11747-019-00699-x
Dowling-Hetherington, L. (2020). Transnational higher education and the factors influencing student decision- making: The experience of an Irish university. Journal of Studies in International Education, 24(3), 291-313. https://doi.org/10.1177/1028315319826320
Engel J.F., Kollat D.T. & Blackwell R.D. (1968). Consumer Behaviour. Holt, Rinehart, & Winston.
Fang, W., & Wang, S. (2014). Chinese students’ choice of transnational higher education in a globalized higher education market: A case study of W University. Journal of Studies in International Education, 18(5), 475-494. https://doi.org/10.1177/1028315314523989
Foxall, G.R. (2017). Behavioral economics in consumer behavior analysis. The Behavior Analyst, 40, 309-313. https://doi.org/10.1007/s40614-017-0127-4
Foxall, G.R., & Sigurdsson, V. (2013). Consumer behavior analysis: behavioral economics meets the marketplace. The Psychological Record, 63(2), 231-238. https://doi.org/10.11133/j.tpr.2013.63.2.001
Fuller, R., Stocchi, L., Gruber, T. & Romaniuk, J. (2023). Advancing the understanding of the pre-purchase stage of the customer journey for service brands. European Journal of Marketing, 57(2), 360-386. https://doi.org/10.1108/ejm-10-2021-0792
Furnham, A., & Alibhai, N. (1985). The friendship networks of foreign students: A replication and extension of the functional model. International Journal of Psychology, 20(3-4), 709-722. https://doi.org/10.1080/00207598508247565
Hamilton, R., Ferraro, R., Haws, K.L., & Mukhopadhyay, A. (2021). Traveling with companions: The social customer journey. Journal of Marketing, 85(1), 68–92. https://doi.org/10.1177/0022242920908227
Hou, C., & Du, D. (2022). The changing patterns of international student mobility: A network perspective. Journal of Ethnic and Migration Studies, 48(1), 248-272. https://doi.org/10.1080/1369183x.2020.1797476
Howard, J.A., & Jagdish, S. (1969). The theory of buyer behavior. John Wiley & Sons. https://doi.org/10.1017/s0770451800031079
Institute of International Education. (2011). Open Doors 2011 Report on International Educational Exchange. Open Doors Data. 59. https://scholarship.shu.edu/opendoors-data/59
Krajnović, A., Sikirić, D., & Bosna, J. (2018). Digital marketing and behavioral economics. CroDiM: International Journal of Marketing Science, 1(1), 33-46. https://doi.org/10.21511/im.14(1).2018.04
Kahneman, D. (2011). Thinking, Fast and Slow. Allen Lane. https://doi.org/10.1332/251569211x15665367493742
Kahneman, D., & Tversky, A. (1979). Prospect theory: an analysis of decision under risk. Econometrica, 47(2), 263–291. https://doi.org/10.2307/1914185
Kahneman, D., & Frederick, S. (2002). Representativeness revisited: attribute substitution in intuitive judgment. In Gilovich, T., Griffin, D., & Kahneman, D. (eds.), Heuristics of Intuitive Judgment: Extensions and Applications (pp. 49–81). Cambridge University Press. https://doi.org/10.1017/cbo9780511808098.004
Leiser, D., & Azar, O.H. (2008). Behavioral economics and decision making: Applying insights from psychology to understand how people make economic decisions. Journal of Economic Psychology, 29(5), 613-618. https://doi.org/10.1016/j.joep.2008.08.001
Lemon, K.N., & Verhoef, P.C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
Lipura, S.J., & Collins, F.L. (2020). Towards an integrative understanding of contemporary educational mobilities: A critical agenda for international student mobilities research. Globalisation. Societies and Education, 18(3), 343-359. https://doi.org/10.1080/14767724.2020.1711710
Mazzarol, T., & Soutar, G.N. (2002). “Push‐pull” factors influencing international student destination choice. International Journal of Educational Management, 16(2), 82-90. https://doi.org/10.1108/09513540210418403
McMahon, M.E. (1992). Higher education in a world market: An historical look at the global context of international study. Higher Education, 24(4), 465-82. https://doi.org/10.1007/bf00137243
Mucsi, A., Malota, E., & Török, A. (2020). Kulturális sokk és pozitív szájreklám – a felsőoktatásban tanuló külföldi hallgatók körében [Culture shock and positive word of mouth – Among international students in higher education]. Vezetéstudomány – Budapest Management Review, 51(2), 23-31. https://doi.org/10.14267/veztud.2020.02.02
Molden, D.C. (2014). Understanding priming effects in social psychology: What is “social priming” and how does it occur? Social Cognition, 32(Supplement), 1-11. https://doi.org/10.1521/soco.2014.32.supp.1
Mullainathan, S., & Thaler, R.H. (2000). Behavioral economics. National Bureau of Economic Research. https://doi.org/10.3386/w7948
Nyborg, K., Anderies, J.M., Dannenberg, A., Lindahl, T., Schill, C., Schlüter, M., ... & De Zeeuw, A. (2016). Social norms as solutions. Science, 354(6308), 42-43. https://doi.org/10.1126/science.aaf8317
Pizzutti, C., Gonçalves, R., & Ferreira, M. (2022). Information search behavior at the post-purchase stage of the customer journey. Journal of the Academy of Marketing Science, 50(5), 981-1010. https://doi.org/10.1007/s11747-022-00864-9
Prazeres, L. (2013). International and intra‐national student mobility: Trends, motivations and identity. Geography Compass, 7(11), 804-820. https://doi.org/10.1111/gec3.12080
Schultz, P.W., Nolan, J.M., Cialdini, R.B., Goldstein, N.J., & Griskevicius, V. (2007). The constructive, destructive, and reconstructive power of social norms. Psychological Science, 18(5), 429-434. https://doi.org/10.1111/j.1467-9280.2007.01917.x
Souto-Otero, M., Huisman, J., Beerkens, M., De Wit, H., & Vujić, S. (2013). Barriers to international student mobility: Evidence from the Erasmus program. Educational Researcher, 42(2), 70-77. https://doi.org/10.3102/0013189x12466696
Stankevich, A. (2017). Explaining the consumer decision- making process: critical literature review. Journal of International Business Research and Marketing, 2(6), 7-14. https://doi.org/10.18775/jibrm.1849-8558.2015.26.3001
Thaler, R. (1980). Toward a positive theory of consumer choice. Journal of Economic Behavior & Organization, 1(1), 39-60. https://doi.org/10.1016/0167-2681(80)90051-7
Trujillo, J.P.C., Mohammed, P.J., & Saleh, S.T. (2020). Students’ motivations to study abroad: The case of international students at the university of Debrecen. Central European Journal of Educational Research, 2(1), 76-81. https://doi.org/10.37441/cejer/2020/2/1/5760
Turner, J.C., Hogg, M.A., Oakes, P.J., Reicher, S.D., & Wetherell, M.S. (1987). Rediscovering the social group: A self-categorization theory. Basil Blackwell.
Vander Schee, B.A. (2009). Predictably irrational: the hidden forces that shape our decisions. Journal of Consumer Marketing, 26(1), 57-58. https://doi.org/10.1108/07363760910927064
Verbik, L., & Lasanowski, V. (2007). International student mobility: Patterns and trends. World Education News and Reviews, 20(10), 1-16. https://wenr.wes.org/2007/10/wenr-october-2007-feature
Wilkins, S., & Huisman, J. (2011). International student destination choice: The influence of home campus experience on the decision to consider branch campuses. Journal of Marketing for Higher education, 21(1), 61-83. https://doi.org/10.1080/08841241.2011.573592
Xian, H. (2008). Lost in translation? Language, culture and the roles of translator in cross‐cultural management research. Qualitative Research in Organizations and Management, 3(3), 231-245. https://doi.org/10.1108/17465640810920304
Yakhina, Z.S., Yakovlev, S.A., Kozhevnikova, N.V., Nuretdinova, Y.V., & Solovyeva, N.A. (2016). Practical Recommendations for University Graduates’ Readiness Formation to Occupational Mobility. International Journal of Environmental and Science Education, 11(15), 7358-7367. https://eric.ed.gov/?id=EJ1117414
Downloads
Megjelent
Hogyan kell idézni
Folyóirat szám
Rovat
License
Copyright (c) 2024 Vezetéstudomány / Budapest Management Review
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors assign copyright to Vezetéstudomány / Budapest Management Review. Authors are responsible for permission to reproduce copyright material from other sources.
