高校名称与学生认知判断:实验的证据
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摘要
高校名称具有认知效应,能够影响学生的就学决策。本研究将中国高校校名分为三个字段,采用析因实验的方法设计32个虚拟校名,利用高三学生对这些高校录取分数线的主观估计,探讨了高校校名对学生认知判断的影响。研究表明:学生对校名首字段为"大区域"、"省份"的高校录取分数线估计值明显高于"城市"和"山河湖海";对尾字段为"大学"的高校分数线的估计值明显高于"学院"。方差分析的结果表明:校名尾字段的影响作用高于首字段。通过随机干预实验,研究进而揭示了校名影响学生认知判断的作用机制:地理位置判断机制和就业状况判断机制。学生对校名中"大区域"和"省份"的偏好主要来自于高校所在地是省会或大城市的先验判断,而对"大学"与"学院"的偏好差异来自于对其就业率高低的先验判断。
The name of college, which has the cognitive effect, may influence students' school choice. By dividing college names into three naming fields, this paper employs a factorial experiment method which set up 32 virtual names and then measure students' judgments on the admission line of these schools. The results show that the estimated admission lines of the schools named by"greater region"and"province"in the header field are significantly higher than those named by"cities","mountains", or"lakes". In addition, students prefer schools named by"university"to"college"in the tail field. The ANOVA analysis reveals that the effect of the tail field is higher than that of the header field.According to the random intervention trial, the research reveals that the two mechanism of the university name effect are geographical factors mechanism and employment status mechanism. The preferences on the"greater region"or the"province"mainly depend on whether the schools locate in a big city or a provincial capital city, and the perception of the related employment rate is the reason why students have preferences on"university"to"college".
The name of college, which has the cognitive effect, may influence students' school choice. By dividing college names into three naming fields, this paper employs a factorial experiment method which set up 32 virtual names and then measure students' judgments on the admission line of these schools. The results show that the estimated admission lines of the schools named by"greater region"and"province"in the header field are significantly higher than those named by"cities","mountains", or"lakes". In addition, students prefer schools named by"university"to"college"in the tail field. The ANOVA analysis reveals that the effect of the tail field is higher than that of the header field.According to the random intervention trial, the research reveals that the two mechanism of the university name effect are geographical factors mechanism and employment status mechanism. The preferences on the"greater region"or the"province"mainly depend on whether the schools locate in a big city or a provincial capital city, and the perception of the related employment rate is the reason why students have preferences on"university"to"college".
引文
[1][30]张学见.1981-2010年我国高等院校校名变动探析[J].中国高教研究,2013,(8):26-32.
[2][20]Jr M,Cleamon.A university name change:significance of faculty involvement[J].Journal of Marketing for Higher Education,2007,17(1):117-145.
[3]Tavares O,Cardoso S.Enrolment choices in Portuguese higher education:do students behave as rational consumers?[J].Higher Education,2013,66(3):297-309.
[4]Williams Jr R,Osei C,Omar M.Higher Education Institution branding as a component of country branding in Ghana:Renaming Kwame Nkrumah University of Science and Technology[J].Journal of Marketing for Higher Education,2012,22(1):71-81.
[5]Fombrun C,Shanley M.What's in a Name?Reputation Building and Corporate Strategy[J].Journal of the American College of Cardiology,1990,33(2):233-258.
[6][15][27]Koku P S.What is in a name?The impact of strategic name change on student enrollment in colleges and universities[J].Journal of marketing for higher education,1997,8(2):53-71.
[7]Tadelis S.What's in a Name?Reputation as a Tradeable Asset[J].American Economic Review,1999,89(3):548-563.
[8]Alashban A A,Hayes L A,Zinkhan G M,et al.International brand-name standardization/adaptation:Antecedents and consequences[J].Journal of International Marketing,2002,10(3):22-48.
[9]黄华,王洁.对我国旅游地更名的思考[J].旅游论坛,2011,4(6):12-17.
[10]Cooper M J,Dimitrov O,Rau P R.A rose.com by any other name[J].Journal of Finance,2001,56(6):2371-2388.
[11]陈素,孙建东,申宇.我国沪深股市股票名称的“中国”效应[J].投资研究,2012,31(2):113-131.
[12]Plassmann H,Rams?y T Z,Milosavljevic M.Branding the brain:A critical review and outlook[J].Journal of Consumer Psychology,2012,22(1):18-36.
[13]Glynn M A,Abzug R.Institutionalizing identity:Symbolic isomorphism and organizational names[J].Academy of Management journal,2002,45(1):267-280.
[14][33]吕健.高校更名与招生扩张[J].教育与经济,2016,(3):3-11.
[16][22]Jaquette O.Why do colleges become universities?Mission drift and the enrollment economy[J].Research in higher education,2013,54(5):514-543.
[17]Stephenson A L,Heckert A,Yerger D B.College choice and the university brand:exploring the consumer decision framework[J].Higher Education,2016,71(4):489-503.
[18][25][39]Treadwell D F.Can your institution's name influence constituent response?An initial assessment of consumer response to college names[J].Public Relations Review,2003,29(2):185-197.
[19]孙力平,宋予佳.中国大学校名现状的调查与分析[J].浙江外国语学院学报,2003,(6):62-67.
[21]韩海燕,张炜.美国高校“更名”现象及原因分析[J].江苏高教,2006,(05):146-148.
[23][26]Lively K.What's In a Name?Just Ask Colleges That Want To Be Called Universities[J].Chronicle of Higher Education,1997,43(40).
[24]Morphew C C."A rose by any other name":Which colleges became universities[J].Review of Higher Education,2002,25(2):207-223.
[28]刘海峰.院校合并、升格与发展中的更名问题[J].高等教育研究,2005,26(11):21-26.
[29][32]杨林玉.新建本科院校趋同性更名的动力机制研究[J].湖南科技大学学报:社会科学版,2015,18(2):176-180.
[31]张楚廷.论大学的校名[J].现代大学教育,2007,(5):51-54.
[34]Becker G S.Investment in human capital:A theoretical analysis[J].The journal of political economy,1962:9-49.
[35][41]Beffy M,Maurel A.Choosing the Field of Study in French Post-Secondary Education:Do Expected Earnings Matter?[J].The Review of Economics and Statistics,2012,94(1):334-347.
[36]Supiano B.When choosing a college to attend,how should students gauge the payoff?[J].The Chronicle of Higher Education,2015,13(62):14-15.
[37]Simuth Jr.J,Sarmany-Schuller I.The Preferences of Cognitive Style Among University Students From Various Study Fields[C].6th World Conference on Educational Sciences,2015:2537-2541.
[38]Kim M.The Relationship Between Thinking Style Differences and Career Choices for High-Achieving Students[J].Roeper Review,2011,33(4):252-263.
[40]Moorer C J.A University Name Change:Significance of Faculty Involvement[J].Journal of Marketing for Higher Education,2007,17(1):117-145.
(1)32所高校中,有三所高校与真实高校重名,分别是广东科技学院、广东理工学院、华南理工大学。
(2)32所高校校名见附表1。
(1)例如,某被试者将“华南大学”排在第一位,则在此份问卷中,“华南大学”赋值为32,首字段“华南”、中字段“空”、尾字段“大学”这三个部分均赋值为32。
[2][20]Jr M,Cleamon.A university name change:significance of faculty involvement[J].Journal of Marketing for Higher Education,2007,17(1):117-145.
[3]Tavares O,Cardoso S.Enrolment choices in Portuguese higher education:do students behave as rational consumers?[J].Higher Education,2013,66(3):297-309.
[4]Williams Jr R,Osei C,Omar M.Higher Education Institution branding as a component of country branding in Ghana:Renaming Kwame Nkrumah University of Science and Technology[J].Journal of Marketing for Higher Education,2012,22(1):71-81.
[5]Fombrun C,Shanley M.What's in a Name?Reputation Building and Corporate Strategy[J].Journal of the American College of Cardiology,1990,33(2):233-258.
[6][15][27]Koku P S.What is in a name?The impact of strategic name change on student enrollment in colleges and universities[J].Journal of marketing for higher education,1997,8(2):53-71.
[7]Tadelis S.What's in a Name?Reputation as a Tradeable Asset[J].American Economic Review,1999,89(3):548-563.
[8]Alashban A A,Hayes L A,Zinkhan G M,et al.International brand-name standardization/adaptation:Antecedents and consequences[J].Journal of International Marketing,2002,10(3):22-48.
[9]黄华,王洁.对我国旅游地更名的思考[J].旅游论坛,2011,4(6):12-17.
[10]Cooper M J,Dimitrov O,Rau P R.A rose.com by any other name[J].Journal of Finance,2001,56(6):2371-2388.
[11]陈素,孙建东,申宇.我国沪深股市股票名称的“中国”效应[J].投资研究,2012,31(2):113-131.
[12]Plassmann H,Rams?y T Z,Milosavljevic M.Branding the brain:A critical review and outlook[J].Journal of Consumer Psychology,2012,22(1):18-36.
[13]Glynn M A,Abzug R.Institutionalizing identity:Symbolic isomorphism and organizational names[J].Academy of Management journal,2002,45(1):267-280.
[14][33]吕健.高校更名与招生扩张[J].教育与经济,2016,(3):3-11.
[16][22]Jaquette O.Why do colleges become universities?Mission drift and the enrollment economy[J].Research in higher education,2013,54(5):514-543.
[17]Stephenson A L,Heckert A,Yerger D B.College choice and the university brand:exploring the consumer decision framework[J].Higher Education,2016,71(4):489-503.
[18][25][39]Treadwell D F.Can your institution's name influence constituent response?An initial assessment of consumer response to college names[J].Public Relations Review,2003,29(2):185-197.
[19]孙力平,宋予佳.中国大学校名现状的调查与分析[J].浙江外国语学院学报,2003,(6):62-67.
[21]韩海燕,张炜.美国高校“更名”现象及原因分析[J].江苏高教,2006,(05):146-148.
[23][26]Lively K.What's In a Name?Just Ask Colleges That Want To Be Called Universities[J].Chronicle of Higher Education,1997,43(40).
[24]Morphew C C."A rose by any other name":Which colleges became universities[J].Review of Higher Education,2002,25(2):207-223.
[28]刘海峰.院校合并、升格与发展中的更名问题[J].高等教育研究,2005,26(11):21-26.
[29][32]杨林玉.新建本科院校趋同性更名的动力机制研究[J].湖南科技大学学报:社会科学版,2015,18(2):176-180.
[31]张楚廷.论大学的校名[J].现代大学教育,2007,(5):51-54.
[34]Becker G S.Investment in human capital:A theoretical analysis[J].The journal of political economy,1962:9-49.
[35][41]Beffy M,Maurel A.Choosing the Field of Study in French Post-Secondary Education:Do Expected Earnings Matter?[J].The Review of Economics and Statistics,2012,94(1):334-347.
[36]Supiano B.When choosing a college to attend,how should students gauge the payoff?[J].The Chronicle of Higher Education,2015,13(62):14-15.
[37]Simuth Jr.J,Sarmany-Schuller I.The Preferences of Cognitive Style Among University Students From Various Study Fields[C].6th World Conference on Educational Sciences,2015:2537-2541.
[38]Kim M.The Relationship Between Thinking Style Differences and Career Choices for High-Achieving Students[J].Roeper Review,2011,33(4):252-263.
[40]Moorer C J.A University Name Change:Significance of Faculty Involvement[J].Journal of Marketing for Higher Education,2007,17(1):117-145.
(1)32所高校中,有三所高校与真实高校重名,分别是广东科技学院、广东理工学院、华南理工大学。
(2)32所高校校名见附表1。
(1)例如,某被试者将“华南大学”排在第一位,则在此份问卷中,“华南大学”赋值为32,首字段“华南”、中字段“空”、尾字段“大学”这三个部分均赋值为32。