Dazzling Descriptions and Tantalizing Titles: How Simple Versus Complex Course Information Influences Course Selection

IF 2.8 Q1 EDUCATION & EDUCATIONAL RESEARCH

Journal of Marketing Education Pub Date : 2021-06-11 DOI:10.1177/02734753211017625

J. Mourey, Melissa M. Markley, Stephen K. Koernig

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引用次数: 4

Abstract

Research exploring a student’s “path to purchase” when considering course selection has revealed a number of influential factors including course content, reputation, and professor style. To date, little is known about the direct (or indirect) influence that course titles and course descriptions have on student interest and enrollment in courses, or how easy-sounding (simple) versus difficult-sounding (complex) information is inferred and interpreted as it relates to various enrollment markers. Using ideas from metacognition research, this research explores the impact of subjective assessment of simple versus complex course titles and course descriptions on general interest in a course and enrollment intentions. Findings indicate that not only does an easy versus complex course description affect enrollment intention, but it also affects subjective interpretations of course interest, expected workload, and learning outcomes, whereas course title has few meaningful effects. Application of these ideas for specific students and future research opportunities are discussed.

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令人眼花缭乱的描述和诱人的标题:简单和复杂的课程信息如何影响课程选择

在考虑课程选择时，对学生“购买路径”的研究揭示了许多影响因素，包括课程内容、声誉和教授风格。到目前为止，人们对课程名称和课程描述对学生兴趣和课程注册的直接（或间接）影响知之甚少，也不知道听起来容易（简单）和听起来困难（复杂）的信息是如何推断和解释的，因为它与各种注册标记有关。利用元认知研究的思想，本研究探讨了简单与复杂课程名称和课程描述的主观评估对课程的总体兴趣和招生意向的影响。研究结果表明，简单与复杂的课程描述不仅会影响入学意向，还会影响对课程兴趣、预期工作量和学习结果的主观解释，而课程名称几乎没有什么有意义的影响。讨论了这些思想在特定学生中的应用以及未来的研究机会。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Marketing Education EDUCATION & EDUCATIONAL RESEARCH-

CiteScore

6.00

自引率

25.00%

发文量

期刊介绍： The Journal of Marketing Education is the leading international scholarly journal devoted to contemporary issues in marketing education. Its mission is to provide a forum for the exchange of ideas, information, and experiences related to the process of educating students in marketing and its subfields. Its audience is largely composed of marketing faculty members at institutions of higher education where teaching is an integral component of their overall responsibilities. The main function of the Journal of Marketing Education is to publish articles focusing on the latest teaching/learning strategies and tactics in marketing education.