The role of instructor experiential values in shaping students’ course experiences, attitudes and behavioral intentions
03 Aug 2021-Journal of Product & Brand Management (Emerald Publishing Limited)-Vol. 30, Iss: 6, pp 898-915
TL;DR: In this article, the authors used a mixed-method approach that combines literature review and qualitative research, with two stages of empirical validation using structural equation modeling to examine the impact of the instructor experiential values on the student's course experiences, as well as their attitudes and behavioral intentions towards the instructor.
Abstract:
Purpose
Students’ experiences with instructors and courses determine an institute’s identity. With the instructor analogous to a brand spokesperson and the course to a brand, this study aims to examine the impact of the instructor experiential values on the student’s course experiences, as well as their attitudes and behavioral intentions towards the instructor.
Design/methodology/approach
This study uses a mixed-method approach that combines literature review and qualitative research, with two stages of empirical validation using structural equation modeling.
Findings
The instructor experiential values comprise appearance, entertainment, escapism, intrinsic enjoyment, efficiency and service excellence. The course experiences are composed of sensory, sentimental, behavioral and intellectual experiences. Strong effects of the instructor experiential values on the course experiences and, in turn, on the students’ attitudes and behavioral intentions are found.
Research limitations/implications
This study contributes to higher education literature by leveraging the theories of meanings transfer, experiential value and brand experience for a unique perspective to the students’ interactions with higher education institute instructors and courses.
Originality/value
The paper’s analogy of an instructor as a brand spokesperson endorsing the course brand is an original contribution to this domain.
Citations
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TL;DR: In this article, the authors conducted a field study with actual consumers and found that there are five types of consumers: hedonistic, action-oriented, holistic, inner-directed, and utilitarian consumers.
Abstract: Marketing academics and practitioners have acknowledged that consumers look for brands that provide them with unique and memorable experiences. As a result, the concept of brand experience has become of great interest to marketers. The present field study, conducted with actual consumers, addresses the question whether different consumers prefer different experiential appeals and whether experiential types moderate the relationships between brand attitude and purchase intention. We find that there are five types of consumers: hedonistic, action-oriented, holistic, inner-directed, and utilitarian consumers. Moreover, the relationship between attitudes and intentions is strongest for holistic consumers and weakest for utilitarian consumers.
43 citations
TL;DR: This article investigated the role of psychological power in consumer decision-making process and found that consumers are more likely to purchase low involvement than high-involvement products through VA technology, particularly when experiencing high-power states.
Abstract: This article investigates the consumer-voice assistant (VA) interaction in the context of food and beverage purchase choices and the role that psychological power plays in the consumer decisionmaking process. A series of experimental studies demonstrate that both involvement and the psychological condition of power meditate consumers’ willingness to purchase. As a result, we find that consumers are more likely to purchase low involvement than high-involvement products through VA technology, particularly when experiencing high-power states. This
research broadens our understanding of the role of VAs and their ability to shape the consumer decision-making process. With an explicit focus on power, this study illustrates how the success of voice commerce may largely rest on the promotion of low-involvement products that enable high-power psychological conditions which drive willingness to purchase.
34 citations
TL;DR: Brand experience can be used in all marketing-related experiences and proposes four premises that may resolve the vagaries associated with the term's conceptualization as discussed by the authors, which can provide a more holistic definition of the term.
Abstract: Purpose:
The marketing literature uses five different experience terms that are supposed to represent different streams of research. Many papers do not provide a definition, most of the used definitions are unclear, the different experience terms have similar dimensionality and are regularly used interchangeably or have the same meaning. In addition, the existing definitions are not adequately informed from other disciplines that have engaged with experience. This paper aims to build a comprehensive conceptual framework of experience in marketing informed by related disciplines aiming to provide a more holistic definition of the term.
Design/methodology/approach:
This research follows previously established procedures by conducting a systematic literature review of experience. From the approximately 5,000 sources identified in three disciplines, 267 sources were selected, marketing (148), philosophy (90) and psychology (29). To address definitional issues the analysis focused on enlightening four premises.
Findings:
This paper posits that the term brand experience can be used in all marketing-related experiences and proposes four premises that may resolve the vagaries associated with the term’s conceptualization. The four premises address the what, who, how and when of brand experience and aim to rectify conceptual issues. Brand experience is introduced as a multi-level phenomenon.
Research limitations/implications:
The suggested singular term, brand experience, captures all experiences in marketing. The identified additional elements of brand experience, such as the levels of experience and the revision of emotions within brand experience as a continuum, tempered by repetition, should be considered in future research.
Practical implications:
The multi-level conceptualization may provide a greater scope for dynamic approaches to brand experience design thus providing greater opportunities for managers to create sustainable competitive advantages and differentiation from competitors.
Originality/value:
This paper completes a systematic literature review of brand experience across marketing, philosophy and psychology which delineates and enlightens the conceptualization of brand experience and presents brand experience in a multi-level conceptualization, opening the possibility for further theoretical, methodological and interdisciplinary promise.
15 citations
26 May 2009
TL;DR: In this article, the authors investigated the effect of celebrity endorsers with good or bad fit, an unknown endorser, and compared this to an endorser free control condition, and concluded that celebrity endorsement is not always effective.
Abstract: The paper reports an experiment that investigates the effect of celebrity endorsers with good or bad fit, an unknown endorser, and compares this to an endorser free control condition. The relative effectiveness of celebrity endorsement is investigated on the basis of Spears and Singh (2004) and the meaning-transfer-model of McCracken (1989). In a pre-test study the fit between products and different celebrities was investigated. On the basis of these results different combinations of advertisements, high and low involvement products and ‘high’ fit score and ‘low’ fit score for celebrity were compared with the combinations without an endorser, and with an unknown (no celebrity) person. The experiment shows that celebrity endorsement is not always effective. This result was also found for the advertisements with the endorsement of celebrities who were found to match best with the products at hand. The results of this experiment therefore suggest that the considerable amounts invested in celebrity endorsement deserve serious consideration.
7 citations
TL;DR: In this article, the authors conducted a systematic literature review addressing the concept of student experience in higher education, specifically aiming at undergraduate students, based on the premise that students are users of higher education institutions' products, systems and services.
Abstract: Students’ experiences have been covered by a large number of studies in different areas. Even so, the concept of student experience (SX) is diffuse, as it does not have a widely accepted meaning and is often shaped to the specific purposes of each study. Understanding this concept allows educational institutions to better address the needs of students. For this reason, we conducted a systematic literature review addressing the concept of SX in higher education, specifically aiming at undergraduate students. In this work, we approach the concept of SX from the perspective of customer experience (CX), based on the premise that students are users of higher education institutions’ products, systems and/or services. We reviewed articles published between 2011 and 2021, indexed in five databases (Scopus, Web of Sciences, ACM digital, IEEE Xplore and Science Direct), trying to address research questions concerning: (1) the SX definition; (2) dimensions, attributes and factors that influence SX; and (3) methods used to evaluate the SX. We selected 65 articles and analyzed various SX definitions, as well as scales and surveys to evaluate SX, mainly relating to satisfaction and quality in higher education. We propose a holistic definition of SX and recommend ways to achieve its better analysis.
7 citations
Cites background from "The role of instructor experiential..."
...Personal Dimension Student Development and Outcomes [17,29,67,72,76,95,114]...
[...]
...Furthermore, student learning experience in HEIs is also a multifactorial issue that is affected by environmental variables, such as the HEI’s infrastructure, classroom quality, residential facilities, IT facilities, and sports facilities [67]....
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