Who Are You Going After? A Practical Typology to Generate Engagement in Professional Student Organizations (original) (raw)

Marketing Education Review, 2016

Abstract

On the basis of experiential learning theory and Cialdini’s principles of influence, two psychological streams focused on providing hands-on experiences and on effectively influencing individuals, this article identifies a typology of students to engage them in professional student organizations. Exploratory factor analysis and cluster analysis tests were used to uncover the typology in which 3 distinct segments were identified and named: motivated advocates, uncovered talent, and indifferent agents. Identifying and understanding each segment can lead faculty advisors to more effective marketing and engagement of students by better understanding the value that students place in being active members of professional student organizations.

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