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The effects of pre-enrolment emotions and peer group interaction on students' satisfaction

Palmer, Adrian and Koenig-Lewis, Nicole 2011. The effects of pre-enrolment emotions and peer group interaction on students' satisfaction. Journal of Marketing Management 27 (11-12) , pp. 1208-1231. 10.1080/0267257X.2011.614955

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Higher education institutions are increasingly involved in measuring students' satisfaction and communicating messages to prospective, current, and previous students. A review of the literature suggests that institutions have traditionally focused on cognitive rather than affective measures, and have communicated messages in a media environment that could be dominated by the institution. This paper seeks to contribute by investigating the role of peer-to-peer social network media in evoking emotions about attending university prior to enrolment and subsequent satisfaction with it. A two-stage study involving 519 prospective students from a UK higher education institution were asked about their cognition and emotions one month prior to enrolment and again one month after. Hypotheses related their involvement in online peer-to-peer media to their perceived level of satisfaction, emotions evoked, and likelihood of recommending the institution. It was found that emotions were a better predictor of likelihood of recommendation than cognitive measures of satisfaction. Positive emotions evoked during the pre-enrolment phase led to positive emotions post-enrolment. There was an association between prospective students' level of involvement with online communities prior to enrolment and their level of evoked positive emotions.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Subjects: B Philosophy. Psychology. Religion > BF Psychology
L Education > LB Theory and practice of education > LB2300 Higher Education
Uncontrolled Keywords: emotions, satisfaction, peer-to-peer communication, social network media, higher education
Publisher: Taylor & Francis
ISSN: 0267-257x
Last Modified: 04 Jun 2017 07:58

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