Higher Education Consumer Choice

Higher Education Consumer Choice provides a comprehensive and highly focused critical analysis of research on HE consumer choice behaviour in the UK and around the world. Ideal for students, scholars and marketing practitioners interested in consumer choice and behaviour in higher education markets, the book explores the background and context to research on HE choice including globalization, changing supply and demand, fees and costs, and concerns about social disadvantage. Focusing on personal factors that influence consumer choice, group aspects of consumer behaviour such as cultural and ethnic differences, as well as theoretical and research models, this book is designed to stimulate new debate and criticism of HE consumer choice.

School choice seeks to create a competitive arena in which public schools will attain academic excellence, encourage individual student performance, and achieve social balance. In debating the feasibility of this market approach to improving school systems, analysts have focused primarily on schools as suppliers of education, but an important question remains: Will parents be able to function as "smart consumers" on behalf of their children? Here a highly respected team of social scientists provides extensive empirical evidence on how parents currently do make these choices. Drawn from four different types of school districts in New York City and suburban New Jersey, their findings not only stress the importance of parental decision-making and involvement to school performance but also clarify the issues of school choice in ways that bring much-needed balance to the ongoing debate. The authors analyze what parents value in education, how much they know about schools, how well they can match what they say they want in schools with what their children get, how satisfied they are with their children's schools, and how their involvement in the schools is affected by the opportunity to choose. They discover, most notably, that low-income parents value education as much as, if not more than, high-income parents, but do not have access to the same quality of school information. This problem comes under sensitive, thorough scrutiny as do a host of other important topics, from school performance to segregation to children at risk of being left behind.

Higher Education Consumer Choice provides a comprehensive and highly focused critical analysis of research on HE consumer choice behaviour in the UK and around the world. Ideal for students, scholars and marketing practitioners interested in consumer choice and behaviour in higher education markets, the book explores the background and context to research on HE choice including globalization, changing supply and demand, fees and costs, and concerns about social disadvantage. Focusing on personal factors that influence consumer choice, group aspects of consumer behaviour such as cultural and ethnic differences, as well as theoretical and research models, this book is designed to stimulate new debate and criticism of HE consumer choice.

Until recently government policy in the UK has encouraged an expansion of Higher Education to increase participation and with an express aim of creating a more educated workforce. This expansion has led to competition between Higher Education institutions, with students increasingly positioned as consumers and institutions working to improve the extent to which they meet ‘consumer demands’. Especially given the latest government funding cuts, the most prevalent outlook in Higher Education today is one of business, forcing institutions to reassess the way they are managed and promoted to ensure maximum efficiency, sales and ‘profits’. Students view the opportunity to gain a degree as a right, and a service which they have paid for, demanding a greater choice and a return on their investment. Changes in higher education have been rapid, and there has been little critical research into the implications. This volume brings together internationally comparative academic perspectives, critical accounts and empirical research to explore fully the issues and experiences of education as a commodity, examining: the international and financial context of marketisation the new purposes of universities the implications of university branding and promotion league tables and student surveys vs. quality of education the higher education market and distance learning students as ‘active consumers’ in the co-creation of value changing student experiences, demands and focus. With contributions from many of the leading names involved in Higher Education including Ron Barnett, Frank Furedi, Lewis Elton, Roger Brown and also Laurie Taylor in his journalistic guise as an academic at the University of Poppleton, this book will be essential reading for many.

The demand and the costs for higher education have risen steeply in recent years. The most common response worldwide has been some form of cost sharing: shifting per-student costs from governments and taxpayers to parents and students. This timely book provides a comprehensive discussion of the concepts and consequences of cost-sharing in higher education. It offers a comparative approach based on several national case-studies, and proposes alternatives to prevalent approaches.

Whether we're buying a pair of jeans, ordering a cup of coffee, selecting a long-distance carrier, applying to college, choosing a doctor, or setting up a 401(k), everyday decisions—both big and small—have become increasingly complex due to the overwhelming abundance of choice with which we are presented. As Americans, we assume that more choice means better options and greater satisfaction. But beware of excessive choice: choice overload can make you question the decisions you make before you even make them, it can set you up for unrealistically high expectations, and it can make you blame yourself for any and all failures. In the long run, this can lead to decision-making paralysis, anxiety, and perpetual stress. And, in a culture that tells us that there is no excuse for falling short of perfection when your options are limitless, too much choice can lead to clinical depression. In The Paradox of Choice, Barry Schwartz explains at what point choice—the hallmark of individual freedom and self-determination that we so cherish—becomes detrimental to our psychological and emotional well-being. In accessible, engaging, and anecdotal prose, Schwartz shows how the dramatic explosion in choice—from the mundane to the profound challenges of balancing career, family, and individual needs—has paradoxically become a problem instead of a solution. Schwartz also shows how our obsession with choice encourages us to seek that which makes us feel worse. By synthesizing current research in the social sciences, Schwartz makes the counter intuitive case that eliminating choices can greatly reduce the stress, anxiety, and busyness of our lives. He offers eleven practical steps on how to limit choices to a manageable number, have the discipline to focus on those that are important and ignore the rest, and ultimately derive greater satisfaction from the choices you have to make.

In the twentieth century, Americans have increasingly looked to the schools--and, in particular, to the nation's colleges and universities--as guardians of the cherished national ideal of equality of opportunity. With the best jobs increasingly monopolized by those with higher education, the opportunity to attend college has become an integral part of the American dream of upward mobility. The two-year college--which now enrolls more than four million students in over 900 institutions--is a central expression of this dream, and its invention at the turn of the century constituted one of the great innovations in the history of American education. By offering students of limited means the opportunity to start higher education at home and to later transfer to a four-year institution, the two-year school provided a major new pathway to a college diploma--and to the nation's growing professional and managerial classes. But in the past two decades, the community college has undergone a profound change, shifting its emphasis from liberal-arts transfer courses to terminal vocational programs. Drawing on developments nationwide as well as in the specific case of Massachusetts, Steven Brint and Jerome Karabel offer a history of community colleges in America, explaining why this shift has occurred after years of student resistance and examining its implications for upward mobility. As the authors argue in this exhaustively researched and pioneering study, the junior college has always faced the contradictory task of extending a college education to the hitherto excluded, while diverting the majority of them from the nation's four-year colleges and universities. Very early on, two-year college administrators perceived vocational training for "semi-professional" work as their and their students' most secure long-term niche in the educational hierarchy. With two thirds of all community college students enrolled in vocational programs, the authors contend that the dream of education as a route to upward mobility, as well as the ideal of equal educational opportunity for all, are seriously threatened. With the growing public debate about the state of American higher education and with more than half of all first-time degree-credit students now enrolled in community colleges, a full-scale, historically grounded examination of their place in American life is long overdue. This landmark study provides such an examination, and in so doing, casts critical light on what is distinctive not only about American education, but American society itself.

Examining the intersections of education, sociology and politics, Student Identity and Political Agency provides a unique, research-informed account of the student experience in a contemporary higher education setting. By drawing on current societal context, this book has a two-fold aim: to unpack and discuss student identity in higher education, and to identify opportunities to influence positive educational and social change. This essential text encourages readers to critically examine and explore: the marketisation and massification of higher education, the homogenising model of consumerism in higher education and the impact this holds upon the diversity of the student population, the positioning of youth and student-hood in our higher education systems, past and present forms of student political agency – protest, unionism and consumer rights – in an attempt to influence positive change. Informed by recent research, this is a crucial read for academics and researchers who specialise in the field of student identity and experience, or, more broadly, in higher education transformations. This book provides a timely and academically rigorous account of contemporary student identity and agency in the global context of higher education.