The impact of consumer psychology on university brand choice

Abstract

Purpose. The purpose of this study is to how the university brand wins the psychology of college students, and discusses the decision-making behavior of college students’ school choice and university brand based on consumer psychology.
 Results. According to the results of the analysis, university brand wins the consumer psychology of college students through university brand value. The key factor that university brand affects the consumption psychology of college students is that education is regarded as the primary purpose of the brand. University brand is carried by people, and students and staff are the significant identification of university brand image and the fundamental guarantee of establishing this brand. University brand is a kind of brand that needs late effect evaluation. University brand reflects the educational quality and characteristics of the university, reflects the social reputation of the university, and represents the employment prospects of graduates. The university brand represents competitiveness. College students, as consumers, will consider the influence of college brand on future employment, and their choice of college will also affect its brand. College students’ brand selection can be divided into three time points and four development stages.
 Scientific novelty. This article combines knowledge related to psychology and management, thus contributing to an interdisciplinary understanding of the university brand; analyzing many products, consumers cannot accept all of them, so the brand plays an important role in the consumer behavior of students.
 Practical value. This article analyzes how university brand wins the psychology of college students, the key factors for the university brand to win the psychology of college students, and discusses the decision-making behavior of college students’ school choice and university brand based on consumer psychology. The strategy provides a certain theoretical basis.