Sentiment Toward Marketing: An Examination of Future Business Personnel Attending Different Types of Institutions

Document Type

Conference Proceeding

Conference Track

Marketing Research/ Demographics/ Consumer Behavior

Publication Date



Consumers’ sentiment toward marketing appears to be an area of important concern to both practitioners and researchers since it can be expected to affect their shopping and purchasing activity. The purpose of this study is to examine the sentiment toward marketing of collegiate business students. Specifically, does the sentiment toward marketing differ between business students attending universities that differ in orientation, such as those attending state universities and those attending Jesuit universities affect students’ sentiment toward marketing? The findings suggest that students attending the Jesuit university may possess more negative sentiment toward marketing. The increased emphasis on social justice and social responsibility at the Jesuit university may increase the standards that the students expect from marketers, leading to more negative sentiment toward marketing when businesses do not perform at these standards.

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Digital Commons@Georgia Southern License

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