Who Are You Going After? A Practical Typology to Generate Engagement in Professional Student Organizations. Issue 2 (3rd May 2016)

• Record Type: Journal Article
• Authors: Munoz, Laura; Miller, Richard J.; Poole, Sonja Martin
• Is Part Of: Marketing education review. Volume 26:Issue 2(2016)
• Page Start: 105
• Page End: 118
• Publication Date: 2016-05-03
• Subjects: Marketing -- Study and teaching -- United States -- Periodicals; 658.8007
• DOI: 10.1080/10528008.2016.1166443
• Languages: English
• ISSNs: 1052-8008

Abstract

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.