Marketing Schools: Consumer Goods and Competitive Incentives for Consumer Information

Autor/in	Lubienski, Christopher
Titel	Marketing Schools: Consumer Goods and Competitive Incentives for Consumer Information
Quelle	In: Education and Urban Society, 40 (2007) 1, S.118-141 (24 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0013-1245
DOI	10.1177/0013124507303994
Schlagwörter	Urban Areas; Institutional Evaluation; Competition; Student Recruitment; Incentives; School Choice; Charter Schools; Consumer Education + Suchen Sie Ihr Suchwort? Urban area; Stadtregion; Wettkampf; Anreiz; Choice of school; Schulwahl; Charter school; Charter-Schule; Konsumerziehung
Abstract	Effective school-choice plans depend on the quality of information available to families. Examining the promotional materials provided by different schools in a highly competitive and diverse urban area tells us not only about the quality of that information but also how schools respond to competitive incentives. This analysis outlines an economic theory of goods as a framework for understanding information, focusing on the essential "search," "experience," and "credence" qualities of promotional materials. The information made available to families through commercial-style materials challenges the notion of parents making reasoned choices based on institutional effectiveness. Instead, more emotional themes and images dominate school marketing strategies, with implications for ethnic and socioeconomic sorting within diverse but competitive climates. Promotional strategies suggest that competition is creating an environment in which, rather than responding to incentives intended to improve education for more disadvantaged students, schools are instead attracting better performing students through their marketing campaigns. Appended is: (1) Coding Items. (Contains 6 tables and 3 notes.) (Author).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2017/4/10