Ronel Du Preez

Towards a 21st century university: Teachings from consumer behaviour applicable to higher education

The South African Higher Education landscape has changed dramatically over the last 25 years. The purpose of this conceptual article is to challenge higher education institutions to learn/draw from a wider spectrum of knowledge domains in their quest toward a 21st century university. The author argues that the rich body of theoretical knowledge which is contained in the domain of consumer psychology can contribute generously to the understanding of the behaviour of a principle stakeholder, namely the student. Four teachings include, firstly, develop and manage your corporate and brand image, secondly, determine the valence of decision-making criteria and market accordingly; thirdly, research your consumer target market and finally attend to consumer needs. Five challenges are presented to higher education institutions (specifically universities) in South Africa and recommendations for future research are made.

Job Demands and Resources as Antecedents of Work Engagement: A Diagnostic Survey of Nursing Practitioners

The global scarcity of nursing staff is a challenge to healthcare systems worldwide and creative solutions are needed to address this shortage. Work engagement of nursing practitioners is one essential factor in ensuring a sustainable nursing workforce and sustainable healthcare systems. The purpose of this study was twofold. Firstly, we diagnose the work engagement of nursing practitioners to identify the antecedents of work engagement of nursing practitioners of different nursing and age categories (using the Job Demands and Resources model). Secondly, we propose feasible remedial actions to healthcare management. A quantitative, ex post facto design was followed and data analysis included item analysis, correlation analysis, hierarchical multiple regression analysis, Partial Least Square (PLS) and Analysis of Variance (ANOVA). Findings confirmed work engagement deficiencies. As antecedents, the job resources remuneration, participation, career possibilities, variety at work, independence at work, opportunities to learn, and information require intervention. The job demands of pace and amount of work, mental load, emotional load, ambiguities of work, and uncertainty about the future were also deficient. Feasible, practical recommendations were proposed for each work engagement antecedent that was found to be at an unfavourable level and therefore require intervention. A distinction was made between interventions for nursing staff of different ages and nursing categories where relevant. Significant contributions of this paper include the identification of work engagement deficiencies among nursing staff and mores, specifically the job demands and resources that will increase the work engagement of nursing practitioners in support of a sustainable South African healthcare system.

Advertising Execution Styles Matter - A Fear-Based Experiment on Attitude, Susceptibility, Efficacy and Behaviour

This study investigates whether different fear based advertising execution styles will result in significantly different levels of fear, attitude, susceptibility, efficacy and behavioural intent. A sample of 450 respondents participated in an experimental study. Three fear based execution styles, namely: slice-of-life, factual and testimonial, were tested by means of a post-test self administered questionnaire. The findings support the notion that the continuation of mass market communication strategies will prove to be ineffective to alter behaviour. More importantly this study provides evidence that different execution styles within advertisements will result in different levels of fear, attitude, susceptibility, efficacy and behavioural intent. Adding to this, there is support that certain execution styles may be better suited to different groups in terms of evoking protective behaviour.

Special Session: Store Image – Theory, Research and Reality: A South African Perspective Consumer Perceptions of Store Image Attributes

This paper is the second in the special session on Store Image. This qualitative research focused on identifying those retail store image attributes perceived as important to female apparel consumers. Results indicated that Merchandise, Clientele as well as Service, in rank order, were considered as most important.

Special Session: Store Image – Theory, Research and Reality: A South African Perspective Store Image Attributes Theory: Lindquist Revisited

This paper is the first in a special session on Store Image. The primary objective of this paper is to provide a theoretical framework for the study of store image. Emphasis is placed on research (1974–2004) in comparison with Lindquist (1974–1975). Recommendations for future research are made.