Importance perceptions: A theoretical approach to marketing home economics program

This study examined the differences in the perceptions of home economics programs among students, their parents, and guidance counselors who contribute to the course and career selection process. The study also investigated relationships among these groups' perceptions that might have an influence on students' enrollment in home economics courses. Students (N = 179), parents (N = 87), and guidance counselors (N = 18) from 20 schools responded to semantic differential scales assessing perceptions of six home-economics subject areas during spring 1989. The questionnaire also included items ascertaining students' past involvement in home economics coursework and future plans related to career and family. A theoretical model designed by Bloch and Richins (1983) was utilized as the basis for explaining relationships among the variables of interest as they related to students' decisions to enroll in home economics.