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High on emotion! perceived value: influencing decision-making processes at international student recruitment trade shows

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  • Udo Rainer Gottlieb
  • Amanda Beatson

Abstract

Transnational education students are an increasingly important source of income for higher education institutes. Student recruitment trade shows as a marketing communication tool are being used by the majority of higher education institutes and despite multi-million-dollar investments, little is known about the impact they have on the decision-making processes of transnational education students and the student recruitment efforts of the exhibiting higher education institutes. This research project discusses how international student recruitment trade shows can positively influence the perceived value students obtain from visiting these trade shows. The findings of this qualitative study show the positive effect higher levels of social emotions have on students’ perceptions of international study options from pre-purchase to post-consumption and on the effectiveness of student recruitment trade shows.

Suggested Citation

  • Udo Rainer Gottlieb & Amanda Beatson, 2018. "High on emotion! perceived value: influencing decision-making processes at international student recruitment trade shows," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 28(2), pages 282-297, July.
    • Handle: RePEc:taf:jmkthe:v:28:y:2018:i:2:p:282-297
    DOI: 10.1080/08841241.2018.1476430
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    Cited by:

    1. Sue Ling Lai & Hiep-Hung Pham & Hong-Kong To Nguyen & The-Cuong Nguyen & Anh-Vinh Le, 2019. "Toward Sustainable Overseas Mobility of Vietnamese Students: Understanding Determinants of Attitudinal and Behavioral Loyalty in Students of Higher Education," Sustainability, MDPI, vol. 11(2), pages 1-17, January.
    2. Guanghui Yuan & Zhiqiang Liu & Yaqiong Wang & Dongping Pu, 2023. "Market Demand Optimization Model Based on Information Perception Control," Mathematics, MDPI, vol. 11(3), pages 1-16, February.

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