2016
DOI: 10.1080/03075079.2015.1127908
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The student-as-consumer approach in higher education and its effects on academic performance

Abstract: Students studying at universities in England have been defined as customers by the government since the introduction of student tuition fees. Although this approach has been rejected by educators, there is a lack of empirical evidence about the extent to which students express a consumer orientation and its effects on academic performance. These issues were examined in the current study by surveying 608 undergraduates at higher education institutions in England about their consumer attitudes and behaviours in … Show more

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Cited by 360 publications
(334 citation statements)
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References 48 publications
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“…The analysis by Bunce et al (2016) revealed disciplinary differences in students' self-identification as passive or active learners, with Science, Technology, Engineering, and Mathematics (STEM) students being more likely to view themselves as passive learners. This suggests that disciplinary differences are a factor to consider in SaP practices and research, which makes sense given the depth of research into disciplinary differences that influence teaching and learning beliefs in higher education (Becher & Trowler, 1989;Mårtensson, Roxå, & Stensaker, 2014).…”
Section: Implications For Sap Researchmentioning
confidence: 99%
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“…The analysis by Bunce et al (2016) revealed disciplinary differences in students' self-identification as passive or active learners, with Science, Technology, Engineering, and Mathematics (STEM) students being more likely to view themselves as passive learners. This suggests that disciplinary differences are a factor to consider in SaP practices and research, which makes sense given the depth of research into disciplinary differences that influence teaching and learning beliefs in higher education (Becher & Trowler, 1989;Mårtensson, Roxå, & Stensaker, 2014).…”
Section: Implications For Sap Researchmentioning
confidence: 99%
“…A recent university graduate opinion piece, "We are not customers" (Afolabi & Stockwell, 2012), challenged the client view of students but acknowledged that curricula often encourages students to self-identify as a passive customer rather than facilitating the process of becoming an effective lifelong learner. While not explicitly framed in SaP, Bunce, Baird, and Jones (2016) explored the consequences of students being considered customers in the UK, which drastically increased university fees in 2012. They administered a survey to 605 undergraduate students from 35 institutions in England and found that students with a "consumer orientation" tended to hold passive attitudes towards learning, which then had a negative impact on academic performance (Bunce et al, 2016).…”
Section: Students As Consumers or Partners In Learning And Teachingmentioning
confidence: 99%
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“…In the UK, for example, Bachan (2017) confirmed the public speculation of grade inflation in UK higher education. On the other hand, in a study of consumerism in UK HEIs, Bunce et al (2017) noted that students who do not identify themselves as learners have a high probability to develop a consumer-alike orientation, especially if they are self-funded students. The changing perception of students and the growing expectation towards employability skills pose challenge to HEIs in preparing individuals for employment.…”
Section: Challenges Faced By Heismentioning
confidence: 99%
“…There is emerging evidence that students who have adopted a more consumerorientated approach are likely to achieve less academically (Bunce et al, 2016). The corollaries of consumerist orientations include the tendency towards extrinsic rather than intrinsic learning approaches, the minimisation of effort and the attribution of academic difficulty on variable provision rather than personal proactivity.…”
mentioning
confidence: 99%