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Article
Customer Satisfaction with College Choice: Something to SCREAM about When Addressing Cognitive Dissonance, Buyer's Remorse, and the Experience of Regret
Proceedings: Marketing Management Association (2010)
  • Oscar T McKnight, Ashland University
  • Ronald Paugh, Ashland University
  • Aaron McKnight, University of Chicago
  • Heidi Parker, Ashland University
Abstract

A modified Thematic Apperception Test [TAT] was administered to undergraduate students to assess dissonance, remorse and regret with their college choice. Results indicate a “roller coaster” affect associated with overall customer satisfaction. The SCREAM model is provided to assist marketing and enrollment managers in their retention efforts.

Keywords
  • Customer Satisfaction,
  • College Choice,
  • Cognitive Dissonance,
  • Buyer's Remorse,
  • Experience of Regret
Publication Date
March 25, 2010
Citation Information
Oscar T McKnight, Ronald Paugh, Aaron McKnight and Heidi Parker. "Customer Satisfaction with College Choice: Something to SCREAM about When Addressing Cognitive Dissonance, Buyer's Remorse, and the Experience of Regret" Proceedings: Marketing Management Association (2010)
Available at: http://works.bepress.com/oscar_mcknight/34/