Carry-over effects in perceptions of educational value

Abstract

The marketisation of higher education has led to the need for universities to apply marketing concepts normally associated with commercial markets to the educational context. Consumer value, which considers how consumers perceive the outcomes of their consumption experiences, is one such concept. This study examines the impact that students' perceptions of educational value at a specific point in time have on subsequent evaluations of value during a one-year programme of study. Data were collected from a matched sample of 45 postgraduate students at three time points, and the resultant data were analysed using partial least squares. The results confirm the presence of carry-over effects in perceptions of value and indicate that, during the consumption experience, there is re-formulation, modification and adjustment in students' perceptions of value. The findings demonstrate the temporal nature of perceptions of educational value, and offer new insights for education managers in understanding the student consumption experience.