Word-of-mouth effects on student choice behaviour: The dual-process conceptual framework

This paper proposes a conceptual framework to understand the influence of word-ofmouth communications in the higher education context. Research to date on student behaviour is viewed primarily through effects of marketing activities or satisfaction and post-purchase behaviour. In this conceptualisation, we invoke insights through the dualprocess of communication persuasion. Through this lens, communications are suggested to have two major impacts on student choice behaviour: message relevance and source credibility. The paper summarises the extant literature related to source types, including their persuasive characteristics, and students' selection criteria as delivered in word-of-mouth messages. We conclude with suggestions for future research and the identification of the key questions in terms of source types and selection criteria