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Published on: September 27, 2019
Consumerism and consumer complexity: implications for university teaching and teaching evaluation
1School of Nursing, and Associate Dean, Faculty of Graduate Studies, University of British Columbia, T. 201 2211 Wesbrook Mall, Vancouver, BC Canada V6T 2B5. Wendy.hall@ubc.ca
Abstract:
A contemporary issue is the effects of a corporate production metaphor and consumerism on university education. Efforts by universities to attract students and teaching strategies aimed at 'adult learners' tend to treat student consumers as a homogeneous group with similar expectations. In this paper, I argue that consumer groups are not uniform. I use Dagevos' theoretical approach to categorize consumers as calculating, traditional, unique, and responsible. Based on the characteristics of consumers occupying these categories, I describe the implications of the varying consumer expectations for teaching. I also consider the implications for evaluation of teaching and call for research taking consumer types into account when evaluating teaching.
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