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Cultural values and higher education choices: Chinese families

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  • Lee, Christina Kwai Choi
  • Morrish, Sussie C.

Abstract

Research on the marketing of higher education institutions has mainly been concerned about the selection criteria used in the decision making process, this research fills a gap in the literature by exploring how in-grained cultural values influence a Chinese student’s decision to study abroad. Twenty interviews were conducted among participants who were in the process of deciding on higher education abroad. Nine of the participants were Chinese parents, and eleven were students. The themes which emerged from the interviews are discussed by linking it to the literature to provide insights. The decision making process is strongly influenced by traditional values rooted in Confucianism, and child-centredness due to China’s one-child policy and modern Western values. The article concludes with a discussion on the implications for the marketing of international higher education institutions.

Suggested Citation

  • Lee, Christina Kwai Choi & Morrish, Sussie C., 2012. "Cultural values and higher education choices: Chinese families," Australasian marketing journal, Elsevier, vol. 20(1), pages 59-64.
    • Handle: RePEc:eee:aumajo:v:20:y:2012:i:1:p:59-64
    DOI: 10.1016/j.ausmj.2011.10.015
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    References listed on IDEAS

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    2. Vrontis, Demetris & Thrassou, Alkis & Melanthiou, Yioula, 2007. "A contemporary higher education student-choice model for developed countries," Journal of Business Research, Elsevier, vol. 60(9), pages 979-989, September.
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    Cited by:

    1. Sam El Nemar & Demetris Vrontis, 2016. "A higher education student-choice analysis: the case of Lebanon," World Review of Entrepreneurship, Management and Sustainable Development, Inderscience Enterprises Ltd, vol. 12(2/3), pages 337-351.
    2. Mohan Zhang & Yun Hu & Yuanna Hu, 2023. "The Influences of Socioeconomic Status on Parental Educational Expectations: Mediating and Moderating Effects," Sustainability, MDPI, vol. 15(16), pages 1-15, August.
    3. Du, Xinming, 2023. "Competing with clean air: Pollution disclosure and college desirability," Ecological Economics, Elsevier, vol. 204(PA).
    4. Harazneh Ibrahim & Al-Tall Raad Meshall & Al-Zyoud Mohammad Fahmi & Abubakar A. Mohammed, 2018. "Motivational factors for educational tourism: marketing insights," Management & Marketing, Sciendo, vol. 13(1), pages 796-811, March.

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