How service values influence the processing of word-of-mouth in the evaluation of credence beliefs

The purpose of this paper is to assess the effect of service values on the processing of word-of-mouth (WOM) information, and their impact on a complex belief in a high-involvement service context. Hypotheses are tested on survey data collected from 378 respondents facing a high-involvement service choice. The results suggest that two distinct information processing routes are active when consumers (here prospective students) evaluate complex beliefs. Furthermore, service values have distinct effects on the processing of WOM information. Self-oriented values foster more cognitive processing, whereas socially oriented values have the opposite effect. Considering the reasons as to why a service is needed (service values) should be a focus for marketers since they can be a powerful persuasion approach affecting the processing of WOM. This study contributes to earlier research on higher education marketing by incorporating service values into the pre-purchase phase of prospective students’ decision-making.     

Through the Looking Glass: Twenty Years of Chinese Internet Research

This article is a report on a research project that collected detailed information on articles, book chapters, books, and so on, published by academics on the Chinese Internet between 1990 and early 2013. The findings of the meta-review of 20 years of Chinese Internet research, as gleaned from quantitative and qualitative analysis of the collected body of publications, are presented and discussed in this report. It engages with the conclusions drawn by previous meta-studies, and seeks to shed a critical, self-reflexive light onto the main discursive formations of their research field. The article concludes that there is still a lot of scope for growth in studies of the Internet in China and lists several of the identified research gaps.     

An investigation of pre-service teachers’ learning in physical education teacher education: schools and university in partnership

This study explores the role of school and university partnership teams in the professional development of physical education (PE) pre-service teachers (PSTs) during their one year Postgraduate Certificate in Education course in England. The paper focuses on the key influences and processes that impacted on PST subject knowledge development. An interpretive methodology informed by constructivist grounded theory [Charmaz, K. (2006). Constructing grounded theory: A practical guide through qualitative analysis. London: Sage.] was adopted. This research highlights that the process of knowledge development in physical education teacher education (PETE) is socially constructed and complex. Much of the PSTs’ development was influenced by various communities of practice, particularly their school placements’ PE departments, but also their university-based learning community. Of these, the legitimised practices within the PE departments were found to be especially important to PSTs’ development. University-based learning was credited by PSTs with enhancing their holistic understanding of the learning process, developing those aspects of critical pedagogy that were under-developed in schools. This study identifies the capability of school/university partnerships to facilitate enhanced knowledge development in PETE. Taking into consideration the evolving nature of PETE within a political context that is progressively moving towards an entirely school-based model, an evidence-based debate over the manner and nature of the subject knowledge to be developed is needed.     

How the source of word-of-mouth influences information processing in the formation of brand attitudes

Word-of-mouth (WOM) can be a powerful, persuasive source of information, but relatively little is understood about how consumers utilize information in service evaluations and how the source of WOM (e.g. friends, family) affects attitudes. The importance of WOM is acknowledged in the services context; however, the research field of higher education has found some inconsistent results concerning the impact of WOM. The aim of this study, with its focus on information processing, is to enhance the understanding of these varying results with data from international master's degree applicants. By means of structural equation modeling, the results suggest that the processing of WOM differs depending on the source and the difficulty of evaluation criteria. Information through some sources of WOM is mainly cognitively processed, whereas in others information is processed more as simple cues. Overall, insights are provided into the impact of WOM, and higher education marketing.     

Digital Archival Image Collections: Who Are the Users?

Archival digital image collections are a relatively new phenomenon in college library archives. Digitizing archival image collections may make them accessible to users worldwide. There has been no study to explore whether collections on the Internet lead to users who are beyond the institution or a comparison of users to a national or international audience. This study of the Orang Asli Archive, a repository for anthropological, historical, journalistic, and other documentary sources relevant to Orang Asli peoples and cultures of Malaysia, examines the Web analytics of its digital archival image collections.     

Is practical subject matter knowledge still important? Examining the Siedentopian perspective on the role of content knowledge in physical education teacher education

Background: The role that content knowledge, an important component of practical subject matter knowledge, plays for pre-service teachers (PSTs) in physical education teacher education (PETE) remains contested and unclear. Whilst some researchers emphasise the facilitative nature of such knowledge, others criticise that too much focus on content knowledge has a negative effect on the development of pupil-centred and critical pedagogies. Despite of its seeming importance, specific research into this aspect of the knowledge base remains scarce.

Purpose: This research set out to examine the effects that varying levels of content knowledge had on the development of PSTs in PETE. In doing so, it aimed to create an enhanced understanding of how this knowledge base influences the learning and development of PSTs in PETE.

Methods and procedures: Shulman’s [1987. ‘Knowledge and Teaching: Foundation of the new Reform’. Harvard Educational Review 57 (1): 1–22] conceptualisation of the knowledge base for teaching was used to delineate the concept of content knowledge. Influenced by a constructivist approach to grounded theory, this study employed semi-structured interviews, lesson observations and post-lesson reflections as main instruments of data collection during three stages of a one-year PETE programme at a University in the UK. Using constant comparative analysis, data from 12 PSTs (6 female; 6 male) were analysed, following a 2-stage analysis procedure as outlined by Charmaz [2006. Constructing Grounded Theory: A Practical Guide Through Qualitative Analysis. London: Sage].

Main outcomes and results: Content knowledge limitations were found to have numerous effects on PSTs. Lack of teaching confidence, as well as adverse impact on enacted teaching knowledge (pedagogical content knowledge) highlighted that at least ‘adequacy’ of content knowledge is needed, if PSTs are to use more advanced pedagogical strategies with confidence. Content knowledge was seen to be context specific and contextualised within the curriculum delivered in the respective schools, where PSTs were placed. In-depth content knowledge was perceived to be an asset that could be used to design and teach lessons that were responsive to pupil need.

Conclusions: In line with Siedentop’s [[1989] 2002. ‘Content Knowledge for Physical Education’. Journal of Teaching in Physical Education 21 (4): 368–377] critique of the academicisation of PETE, this study confirmed the facilitative role of content knowledge. Whilst such knowledge by itself does not guarantee good teaching, the debate about the wider role practical subject matter knowledge needs be re-visited. As universities and schools reposition and redefine their roles within a changing landscape of teacher education partnership models and the academic priorities and funding limitations at UK universities, the development of a range and depth of content knowledge represents an evolving challenge for all of those involved in PETE.