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ERIC Number: EJ1333607
Record Type: Journal
Publication Date: 2022-Apr
Pages: 13
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-0273-4753
EISSN: N/A
Dazzling Descriptions and Tantalizing Titles: How Simple versus Complex Course Information Influences Course Selection
Mourey, James A.; Markley, Melissa M.; Koernig, Stephen K.
Journal of Marketing Education, v44 n1 p100-112 Apr 2022
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.
SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail: journals@sagepub.com; Web site: http://bibliotheek.ehb.be:2814
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A