How service values influence the processing of word-of-mouth in the evaluation of credence beliefs     

Kristiina Herold  Jenni Sipilä  Anssi Tarkiainen  Sanna Sundqvist 《Journal of Marketing for HIGHER EDUCATION》2017,27(1):59-76

The purpose of this paper is to assess the effect of service values on the processing of word-of-mouth (WOM) information, and their impact on a complex belief in a high-involvement service context. Hypotheses are tested on survey data collected from 378 respondents facing a high-involvement service choice. The results suggest that two distinct information processing routes are active when consumers (here prospective students) evaluate complex beliefs. Furthermore, service values have distinct effects on the processing of WOM information. Self-oriented values foster more cognitive processing, whereas socially oriented values have the opposite effect. Considering the reasons as to why a service is needed (service values) should be a focus for marketers since they can be a powerful persuasion approach affecting the processing of WOM. This study contributes to earlier research on higher education marketing by incorporating service values into the pre-purchase phase of prospective students’ decision-making.  相似文献   

Building the Élan Vital of the Finnish Nation: Ivar Wilskman's Ideology of Gymnastics     

Anssi Halmesvirta 《国际体育史杂志》2013,30(5):621-639

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Secondary school students’ perceptions of working life skills in science-related careers     

Anssi Salonen  Anu Hartikainen-Ahia  Jonathan Hense  Annette Scheersoi  Tuula Keinonen 《International Journal of Science Education》2013,35(10):1339-1352

ABSTRACT

School students demonstrate a lack of interest in choosing science studies and science-related careers. To better understand the underlying reasons, this study aims to examine secondary school students’ perceptions of working life skills and how these perceptions relate to the skills of the twenty-first century. The participants in this study were 144 Finnish 7th graders (aged 13–14 years). Using a questionnaire and qualitative content analysis, we examined their perceptions of working life skills in ‘careers in science’ and ‘careers with science’. Results reveal that although students have a great deal of knowledge about working life skills, it is often just stereotyped. Sector-specific knowledge and skills were highlighted in particular but skills related to society, organisation, time and higher order thinking, were often omitted. Results also indicate that students do not associate ‘careers in science’ with creativity, innovation, collaboration or technology and ICT skills. Conversely, according to the students, these careers demand more sector-specific knowledge and responsibility than ‘careers with science’. We conclude that students need more wide-ranging information about scientific careers and the competencies demanded; such information can be acquired by e.g. interacting with professionals and their real working life problems.  相似文献   

Parent-Child Similarity in Environmental Attitudes: A Pairwise Comparison     

Jaana M. Leppänen  Anu E. Haahla  Anssi M. Lensu  Markku T. Kuitunen 《The Journal of environmental education》2013,44(3):162-176

Are adolescents’ environmental attitudes similar to their parents’ attitudes? The main objective of this study is to examine what quantitative associations, if any, exist in parent-child environmental attitudes within the family. The survey data was collected assessing attitudes toward the environment and nature from 15-year-old students (n = 237) and their parents (n = 212) in Finland. A significant positive correlation emerged in environmental attitudes between mothers and fathers. Interestingly, the results revealed some indicative evidence that girls’ environmental attitudes could relate more to their father's than mother's attitudes. Girls were as positive in their environmental attitudes as their parents and in contrast boys were noticeably more negative than either their parents or girls of the same age. The parental level of education was not found to be significantly related to the level of environmental attitudes of their adolescent offspring. Implications of these findings are discussed.  相似文献   

How the source of word-of-mouth influences information processing in the formation of brand attitudes     

Kristiina Herold  Anssi Tarkiainen  Sanna Sundqvist 《Journal of Marketing for HIGHER EDUCATION》2013,23(1):64-85

Word-of-mouth (WOM) can be a powerful, persuasive source of information, but relatively little is understood about how consumers utilize information in service evaluations and how the source of WOM (e.g. friends, family) affects attitudes. The importance of WOM is acknowledged in the services context; however, the research field of higher education has found some inconsistent results concerning the impact of WOM. The aim of this study, with its focus on information processing, is to enhance the understanding of these varying results with data from international master's degree applicants. By means of structural equation modeling, the results suggest that the processing of WOM differs depending on the source and the difficulty of evaluation criteria. Information through some sources of WOM is mainly cognitively processed, whereas in others information is processed more as simple cues. Overall, insights are provided into the impact of WOM, and higher education marketing.  相似文献