What marketers of after-school educational services and educators can learn from children’s perceptions of intelligence

IF 3.5 Q2 BUSINESS Young Consumers Pub Date : 2023-11-10 DOI:10.1108/yc-12-2022-1647
Kara Chan
{"title":"What marketers of after-school educational services and educators can learn from children’s perceptions of intelligence","authors":"Kara Chan","doi":"10.1108/yc-12-2022-1647","DOIUrl":null,"url":null,"abstract":"Purpose The purpose of this paper is to explore the marketing opportunities for after-school educational services in the Chinese context by examining children’s perceptions of intelligence using visual methodology. Design/methodology/approach Altogether 30 Chinese children aged 9–12 studying in grades four to six were asked to draw what comes to mind for two statements: “This is an intelligent child” and “This is a child of average intelligence.” After doing the drawings, the children were interviewed face-to-face to answer questions about the personalities and social relationships of the children depicted in the two drawings that they had produced. Findings A child described as intelligent was imagined wearing glasses, studying hard and obtaining excellent academic results. A child described as of average intelligence was imagined as having many friends, playing a lot and experiencing tension with parents over studies. Participants had a restrictive view of intelligence and associated intelligence with academic success. They endorsed both a growth mindset and a fixed mindset of intelligence. On the one hand, they endorsed a growth mindset of intelligence as they associated intelligence with personal efforts and practices. On the other hand, participants endorsed a fixed mindset of intelligence as they tended to avoid challenges and appeared to be threatened by the success of others. Participants imagined that an intelligent child would experience poor relationships with friends. Research limitations/implications The findings were based on a nonprobability small sample. The study did not investigate the socialization process of such perceptions. Practical implications Educational services and nonschool activity service providers can position themselves as agents to help students develop meta-analytical skills in embracing challenging tasks. Marketers can develop courses and learning materials that teach children different learning strategies. They can use incentives to encourage persistence and resilience in meeting challenges. This study uncovered the emotional and social needs of intelligent children. A new market segment was identified that targets children with high intelligence. Educational service providers can design curricula and activities to support high-performing children in developing empathy and good communication skills. Educators can assist those who perform well academically to nurture genuine friendships and improve social relations with peers. Social implications The prevalence of the private tutoring industry in the Chinese context may introduce educational disparity, as families with low resources will not be able to afford these services. Nonprofit organizations can provide similar educational services at a low cost to bridge the gap. The narrow view of intelligence expressed by participants, and their lack of awareness of the wide range of types of intelligence, indicates that education service providers can develop the confidence of a child with average intelligence through appreciation of his or her unique talents beyond academic achievements. Originality/value This study explores attributes associated with intelligence among Chinese children using an innovative visual method. The marketing implications can apply to other societies where the after-school tuition market is prevalent.","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":null,"pages":null},"PeriodicalIF":3.5000,"publicationDate":"2023-11-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Young Consumers","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/yc-12-2022-1647","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0

Abstract

Purpose The purpose of this paper is to explore the marketing opportunities for after-school educational services in the Chinese context by examining children’s perceptions of intelligence using visual methodology. Design/methodology/approach Altogether 30 Chinese children aged 9–12 studying in grades four to six were asked to draw what comes to mind for two statements: “This is an intelligent child” and “This is a child of average intelligence.” After doing the drawings, the children were interviewed face-to-face to answer questions about the personalities and social relationships of the children depicted in the two drawings that they had produced. Findings A child described as intelligent was imagined wearing glasses, studying hard and obtaining excellent academic results. A child described as of average intelligence was imagined as having many friends, playing a lot and experiencing tension with parents over studies. Participants had a restrictive view of intelligence and associated intelligence with academic success. They endorsed both a growth mindset and a fixed mindset of intelligence. On the one hand, they endorsed a growth mindset of intelligence as they associated intelligence with personal efforts and practices. On the other hand, participants endorsed a fixed mindset of intelligence as they tended to avoid challenges and appeared to be threatened by the success of others. Participants imagined that an intelligent child would experience poor relationships with friends. Research limitations/implications The findings were based on a nonprobability small sample. The study did not investigate the socialization process of such perceptions. Practical implications Educational services and nonschool activity service providers can position themselves as agents to help students develop meta-analytical skills in embracing challenging tasks. Marketers can develop courses and learning materials that teach children different learning strategies. They can use incentives to encourage persistence and resilience in meeting challenges. This study uncovered the emotional and social needs of intelligent children. A new market segment was identified that targets children with high intelligence. Educational service providers can design curricula and activities to support high-performing children in developing empathy and good communication skills. Educators can assist those who perform well academically to nurture genuine friendships and improve social relations with peers. Social implications The prevalence of the private tutoring industry in the Chinese context may introduce educational disparity, as families with low resources will not be able to afford these services. Nonprofit organizations can provide similar educational services at a low cost to bridge the gap. The narrow view of intelligence expressed by participants, and their lack of awareness of the wide range of types of intelligence, indicates that education service providers can develop the confidence of a child with average intelligence through appreciation of his or her unique talents beyond academic achievements. Originality/value This study explores attributes associated with intelligence among Chinese children using an innovative visual method. The marketing implications can apply to other societies where the after-school tuition market is prevalent.
查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
课外教育服务的营销者和教育者可以从孩子们对智力的认知中学到什么呢
本文的目的是通过使用视觉方法考察儿童对智力的感知,探索中国背景下课外教育服务的营销机会。设计/方法/方法共30名中国4 - 6年级9-12岁的孩子被要求画出“这是一个聪明的孩子”和“这是一个智力一般的孩子”这两句话的画面。画完画后,孩子们接受了面对面的采访,回答关于他们画的两幅画中所描绘的孩子的性格和社会关系的问题。研究结果:一个被描述为聪明的孩子被想象成戴着眼镜,努力学习,取得优异的成绩。一个被描述为平均智力的孩子被想象成有很多朋友,玩得很多,在学习上与父母关系紧张。参与者对智力和智力与学业成功的联系有着限制性的看法。他们支持成长型思维和固定型智力思维。一方面,他们支持智力的成长型思维,因为他们将智力与个人的努力和实践联系起来。另一方面,参与者认同一种固定的智力思维模式,因为他们倾向于避免挑战,似乎被他人的成功所威胁。参与者想象一个聪明的孩子会经历与朋友的糟糕关系。研究局限性/启示研究结果基于非概率小样本。这项研究没有调查这种观念的社会化过程。教育服务和非学校活动服务提供者可以将自己定位为代理,帮助学生在接受具有挑战性的任务时培养元分析技能。营销人员可以开发课程和学习材料,教孩子们不同的学习策略。他们可以使用激励措施来鼓励坚持和适应挑战。这项研究揭示了聪明儿童的情感和社交需求。人们发现了一个新的市场细分,目标是高智商儿童。教育服务提供者可以设计课程和活动来支持表现优异的儿童发展同理心和良好的沟通技巧。教育工作者可以帮助那些在学业上表现良好的人培养真正的友谊,改善与同龄人的社会关系。在中国,家教行业的盛行可能会导致教育差距,因为资源不足的家庭将无法负担这些服务。非营利组织可以以较低的成本提供类似的教育服务来弥补这一差距。参与者对智力的狭隘看法,以及他们对智力种类繁多的认识不足,表明教育服务提供者可以通过欣赏智力一般的孩子超越学业成就的独特才能来培养他们的自信。独创性/价值本研究采用创新的视觉方法探讨中国儿童智力的相关属性。这种营销影响也适用于课外辅导市场盛行的其他社会。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 去求助
来源期刊
Young Consumers
Young Consumers BUSINESS-
CiteScore
5.90
自引率
6.70%
发文量
20
期刊最新文献
“Do you practice what you preach?” The effects of celebrities’ pro-environmental messages on social media on young adults’ pro-environmental behavior Environmental sustainability in the digital age: unraveling the effect of social media on green purchase intention Drivers of consumer trust in mHealth apps among young consumers: a socio-technical approach Do business-wide sustainability labels boost consumer trust and enhance perceptions of sustainability information quality? An experiment among Z-generation members How does the influencers' country of origin affect online brand advocacy among young consumers?
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1