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Issue Analysis Selection: Motivations- Student Engagement in Higher Education Consumer psychology plays a crucial role in understanding the thought processes and motivations behind a person's buying behavior and also plays an essential role in effective strategy for marketing (University of Southern California, 2023). It delves into the reasons why individuals make purchasing decisions and what factors drive them to make a particular purchase. These factors can range from emotional influences and social pressures to cognitive biases and personal motivations (Shaw, 2023). Considering consumer psychology, I would assume motivation is an important factor to consider since motivation drives individuals to take actions such as purchasing a product. Depending on the individual and the context, emotions can be intrinsic or extrinsic. According to Personio (2023) , intrinsic motivations are those that come from within, such as personal desires, needs, or aspirations. On the other hand, extrinsic motivations are external factors that influence behavior, such as rewards, incentives, or social recognition (2023 ). The focus on education as an issue is important to research as students are increasingly being cast as consumers (Quinlan, 2021). This shift in perspective has significant implications for research and understanding what attracts individuals to seek knowledge. From a young age, attending school became a mandatory requirement for students. It starts in elementary school and continues through high school, laying the foundation for their education. However, once students graduate, the decision to pursue further education becomes more complex. There are several factors that may influence an individual's decision to continue their educational journey. Based on the research conducted by Li and Xue (2023) , student engagement

can be understood through three key factors: behavioral, emotional, and cognitive factors (2023) . The behavioral factors encompass various aspects such as the level of effort, persistence, concentration, active participation through asking questions, and effective class communication (Li and Xue, 2023 b ). These factors reflect the visible actions and behaviors of students in their learning environment. On the other hand, the emotional factors of student engagement are related to the affective communication and practices that take place on campus. This involves the emotional connection and engagement that students establish with their peers, teachers, and the overall learning community (Li and & Xue, 2023 c ). These emotional factors play a crucial role in fostering a positive and supportive learning environment. Considering social identity theory as part of this discussion is important, as people are prone to self-categorize themselves according to a place/thing where they feel a sense of belonging, which may lead to higher levels of engagement. It is also possible that other factors such as "transitioning; financial issues; cultural issues; and staff buy-in" are just as important in determining engagement (Crabtree, 2023). In conducting further research on the issue of student engagement, it is important to identify the methods currently being used that are decreasing student engagement. Then identifying strategies to be implemented for organizations and institutions to increase student engagement and, ultimately, increase revenue. Understanding the motivations of student consumers is essential for marketers to tailor their products, services, and marketing strategies to align with consumers' desires and needs. References

Crabtree, R. (2023). Barriers to student engagement: Why don’t University Students Engage? Student Engagement in Higher Education Journal. https://sehej.raise- network.com/raise/article/view/1156#:~:text=Results%20revealed%20that%20students %20agreed,%3B%20and%20staff%20buy%2Din . Li, J., & Xue, E. (2023, January 9). Dynamic interaction between student learning behaviour and learning environment: Meta-analysis of student engagement and its influencing factors . MDPI. https://www.mdpi.com/2076-328X/13/1/59#:~:text=Student %20engagement%20involves%20three%20main,practices%20on%20campus %20%5B16%5D . Personio. (2023, February 13). Intrinsic and extrinsic motivation: Difference & Best Practices. https://www.personio.com/hr-lexicon/intrinsic-and-extrinsic-motivation/. Quinlan, K. M. (2021). Do higher education students really seek ‘value for money’?: Debunking the myth. London Review of Education , 19 (1). https://doi.org/10.14324/lre.19.1.03 Shaw, J. (2023, July 28). The psychology behind consumerism. Kadence. https://kadence.com/en- us/the-psychology-behind-consumerism/#:~:text=Motivations%3A%20Consumer %20choices%20are%20often,in%20driving%20consumer%20decision%2Dmaking . University of Southern California . (2023, May 12). What is consumer psychology? . USC MAPP Online. https://appliedpsychologydegree.usc.edu/blog/what-is-consumer- psychology/#:~:text=Consumer%20psychology%20examines %20consumers’%20perceptions,such%20as%20commercials%20or%20advertising .

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