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| David S. Ackerman | 1 |
| Emi Moriuchi | 1 |
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Direct linkDavid S. Ackerman; Emi Moriuchi; Barbara L. Gross – Journal of Marketing for Higher Education, 2024
This research looks at higher education choice through the lens of extended self in consumer behavior. An online survey at two US universities, one public and one private, found that extended-self moderated how much fulfillment of self-image needs led students to like a university. Self-esteem needs were a critical part of this process, positively…
Descriptors: College Choice, Self Esteem, Reputation, Institutional Characteristics
