Higher education has and continues to be sharply disrupted due to the COVID-19 pandemic. In this paper, our focus is on the pandemic's impact on higher education, specifically on undergraduate marketing students' perceptions of learning experiences "during" the switch from traditional face-to-face learning to online approaches.…

This research explores marketing students' emotional reactions to classroom encounters. We identify what types of critical incidents lead to specific emotional outcomes. The study included a sample of 1,208 marketing undergraduates. Findings confirm the viability of the taxonomies identified by Swanson and Davis (2000). We expand their framework…

Marketing students (n=712) identified dissatisfying classroom experiences, categorized as instructor's response to delivery system failures, unsolicited instructor actions, and instructor response to needs/requests. Students shared negative experiences with others and expressed intentions not to take future classes with unsatisfying instructors.…