The purpose of this study is to present a grounded analysis that fills gaps in the higher education literature on the concept of educational consumer value and perceptions that support that consumer value. Specifically, the study focuses on the learning experiences of older adult students who attend community colleges and examines value as a factor in the consumer behavior of these students. The study takes into consideration a convergence of national trends and phenomena in higher education: the increasing number of adults age 38-58 (Baby Boomers) attending community colleges; the related issues of marketing community colleges as a commodity; and emerging value systems as they relate to adult experiences and motivations in higher education institutions. This study presents a grounded theory of how Baby Boomers as older adult students value their present learning experiences as consumers of community college educational services. The grounded theory is based on a manageable, focused, and major operationalized research question in a substantive and local setting: How do Baby Boomers value their learning experiences as consumers of a Florida community college's educational services? An understanding of Baby Boomer consumer behavior and the processes that drive the behavior could be used to help develop programs and marketing plans for those community colleges interested in attracting and retaining the aging Baby Boomer market. Over the course of a year a total of 20 Baby Boomers ages 41 to 54 (17 attending community college and 3 not attending community college) in two separate settings were interviewed for the study. The concept of Self-identity Modification (SIM) emerged as a major influence in the consumer valuing process of the participants of this study. SIM is a simple self-change model that describes how participants reinvent how they see themselves utilizing the community college as the modifying agent. Analysis indicated that a successful self-identity modification (SIM) appeared as a significant value influence and expectation to participants as consumers of community college educational services. The 7 dimensions that support the SIM process appear to fit well in the framework of existing consumer value models. / A Dissertation Submitted to the Department of Educational Leadership and Policy Studies in Partial Fulfillment of the Requirements for the Degree of Doctor of
Philosophy. / Summer Semester, 2004. / May 17, 2004. / Consumer behavior, Older Adults, Marketing, Means/Ends Theory, Customer Value Hierarchy / Includes bibliographical references. / Beverly L. Bower, Professor Directing Dissertation; Ralph S. Brower, Outside Committee Member; Robert A. Schwartz, Committee Member; Daniel J. Flint, Committee Member.
| Identifer | oai:union.ndltd.org:fsu.edu/oai:fsu.digital.flvc.org:fsu_180566 |
| Contributors | Palazesi, Louis Mark (authoraut), Bower, Beverly L. (professor directing dissertation), Brower, Ralph S. (outside committee member), Schwartz, Robert A. (committee member), Flint, Daniel J. (committee member), Department of Educational Leadership and Policy Studies (degree granting department), Florida State University (degree granting institution) |
| Publisher | Florida State University, Florida State University |
| Source Sets | Florida State University |
| Language | English, English |
| Detected Language | English |
| Type | Text, text |
| Format | 1 online resource, computer, application/pdf |
| Rights | This Item is protected by copyright and/or related rights. You are free to use this Item in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you need to obtain permission from the rights-holder(s). The copyright in theses and dissertations completed at Florida State University is held by the students who author them. |
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