Exploring the Mindset of Doctoral Candidates at the University of Tehran: An Analysis from a Causal Layer Perspective

Document Type : Research Paper

Authors

1 Postdoctoral Researcher at Sharif University of Technology, Sharif Policy Research Institute, Tehran, Iran

2 Department of Educational Administration and Planning, Faculty of Psychology and Education, University of Tehran, Tehran, Iran Faculty of Psychology and Education, The University of Tehran,

3 Department of Educational Administration and Planning, Faculty of Psychology and Education, University of Tehran, Tehran, Iran

4 Department of Research and Assessment, Faculty of Psychology and Educational Sciences, University of Tehran, Iran

10.22059/ijms.2024.372252.676533

Abstract

The primary objective of this study was to examine how master's students perceive and think about pursuing doctoral studies at the University of Tehran (UT). The study utilized a qualitative case study method, focusing on causal layer analysis. All 22 doctoral candidates in the higher education field at UT were included in the study, using a full-census sampling method for interviews.  By adopting a future studies approach based on causal layer analysis, an examination was carried out to analyze the mental constructs of university students. This approach has four levels: litany, social causes, discourse/worldview, and myth/metaphor. From the analysis of university students' perceptions, four different scenarios were identified: self-development, a strong affinity for UT, utilitarian perspectives, and feelings of disappointment and academic decline. These scenarios were then reassessed using the four levels of causal layer analysis. The study's results illuminate the significant variety and differences in the mental frameworks of university students regarding their future academic goals. Consequently, understanding these mental frameworks is valuable for policymakers in higher education, university administrators, and families who play a role in influencing students' academic decision.

Keywords

Main Subjects


Ackerman, C. E. (2018). Self-determination theory and how it explains motivation. Positive Psychology. https://positivepsychology.com/self-determination-theory/
Aghaz, A., Hashemi, A., & Sharifi Atashgah, M. S. (2015). Factors contributing to university image: The postgraduate students’ points of view. Journal of marketing for higher education, 25(1), 104-126. https://doi.org/10.1080/08841241.2015.1031314
Akour, M., & Alenezi, M. (2022). Higher education future in the era of digital transformation. Education Sciences, 12(11), 784. https://doi.org/10.3390/educsci12110784
Al Hassani, A. A., & Wilkins, S. (2022). Student retention in higher education: the influences of organizational identification and institution reputation on student satisfaction and behaviors. International Journal of Educational Management36(6), 1046-1064. https://doi.org/10.1108/IJEM-03-2022-0123
Alessandri, S. W., Yang, S. U., & Kinsey, D. F. (2006). An integrative approach to university visual identity and reputation. Corporate reputation review, 9(4), 258-270. http://dx.doi.org/10.1057/palgrave.crr.1550033
Alves, H., & Raposo, M. (2010). The influence of university image on student behaviour. International journal of educational management, 24(1), 73-85. https://doi.org/10.1108/09513541011013060
Antinienė, D., Šeinauskienė, B., Rutelione, A., Nikou, S., & Lekavičienė, R. (2021). Do demographics matter in consumer materialism? Engineering Economics, 32(4), 296-312. http://dx.doi.org/10.5755/j01.ee.32.4.28717
Arcangeli, M. (2020). The two faces of mental imagery. Philosophy and Phenomenological Research, 101(2), 304-322. https://doi.org/10.1111/phpr.12589
Bartkute, D. (2017). Lithuanian students’ choice of university: a consumer value approach. European Journal of Higher Education, 7(2), 173-187. https://doi.org/10.1080/21568235.2017.1296368
Barus, D. H. N. (2023). How trust, brand awareness and digital marketing enhance higher education marketing. Asian Journal of Research in Business and Management5(1), 243-253.
Baskarada S. (2014). Qualitative case study guidelines. The Qualitative Report, 19(40), 1–25. http://dx.doi.org/10.46743/2160-3715/2014.1008
Baxter P., Jack S. (2008). Qualitative case study methodology: Study design and implementation for novice researchers. The Qualitative Report, 13(4), 544–559. http://dx.doi.org/10.46743/2160-3715/2008.1573
Benneworth, P., & Jongbloed, B. W. (2010). Who matters to universities? A stakeholder perspective on humanities, arts and social sciences valorisation. Higher education, 59(5), 567-588. https://doi.org/10.1007/s10734-009-9265-2
Biner, Z. Ō. (2019). Precarious solidarities: “Poisonous knowledge” and the academics for peace in times of authoritarianism. Social Anthropology, 27(S2), 15-32. https://doi.org/10.1111/1469-8676.12701
Blackwell, S. E. (2021). Mental imagery in the science and practice of cognitive behaviour therapy: Past, present, and future perspectives. International Journal of Cognitive Therapy14(1), 160-181. https://doi.org/10.1007/s41811-021-00102-0
Braunack-Mayer, A. J., Street, J. M., Tooher, R., Feng, X., & Scharling-Gamba, K. (2020). Student and staff perspectives on the use of big data in the tertiary education sector: A scoping review and reflection on the ethical issues. Review of educational research90(6), 788-823. https://doi.org/10.3102/00346543209602
Brown, T. J., Dacin, P. A., Pratt, M. G., & Whetten, D. A. (2006). Identity, intended image, construed image, and reputation: An interdisciplinary framework and suggested terminology. Journal of the academy of marketing science, 34(2), 99-106. https://doi.org/10.1177/0092070305284969
Diekelmann, N., Allen, D., & Tanner, C. (1989). The national league for nursing criteria for appraisal of baccalaureate programs: A Critical Hermeneutic Analysis. NLN Press
Capriotti, P. (1999). Planificatión estratégica de la imagen corporativa. Grupo Planeta (GBS).
Coşkan, C., Acar, Y. G., & Bayadg, A. (2021). Revealing the manifestations of neoliberalism in academia: Academic collective action in Turkey. Journal of Social and Political Psychology9(2), 401-418. https://doi.org/10.5964/jspp.7077
Croijmans, I., & Wang, Q. J. (2022). Do you want a description with that wine? The role of wine mental imagery in consumer's desire to drink using the revised Vividness of Wine Imagery Questionnaire (VWIQ‐II). Journal of Sensory Studies, 37(1), e12712. https://doi.org/10.1111/joss.12712
Cumming, J., & Eaves, D. L. (2018). The nature, measurement, and development of imagery ability. Imagination, Cognition and Personality, 37(4), 375–393. https://doi.org/10.1177/0276236617752439
Curtis, T., Abratt, R., & Minor, W. (2009). Corporate brand management in higher education: The case of ERAU. Journal of Product & Brand Management, 18(6), 404–413. https://doi.org/10.1108/10610420910989721
Deci, E. L., & Ryan, R. M. (2000). The “what” and “why” of goal pursuits: Human needs and the self-determination of behavior. Psychological Inquiry, 11(4), 227-268. https://doi.org/10.1207/S15327965PLI1104_01
Del-Castillo-Feito, C., Blanco-González, A., & González-Vázquez, E. (2019). The relationship between image and reputation in the Spanish public university. European Research on Management and Business Economics, 25(2), 87–92. https://doi.org/10.1016/j.iedeen.2019.01.001
Dorofeeva, A. R. (2020). University Brand Attributes and the Degree оf Their Significance from the Students’ Point оf View. Научные записки молодых исследователей, (6), 29-37.
Duarte, P. O., Alves, H. B., & Raposo, M. B. (2010). Understanding university image: A structural equation model approach. International Review on Public and Nonprofit Marketing, 7(1), 21– 36. http://dx.doi.org/10.1007/s12208-009-0042-9
Eastman, J. K., Shin, H., & Ruhland, K. (2020). The picture of luxury: A comprehensive examination of college student consumers' relationship with luxury brands. Psychology & Marketing37(1), 56-73. https://doi.org/10.1002/mar.21280
Farimani, Z. B., & Shahri, N. N. (2020). Reaching self-actualization in education: Construction and validation of a hierarchical scale. Journal of Language Teaching and Research, 11(4), 623-634. http://dx.doi.org/10.17507/jltr.1104.14
Gallagher, S. E., & Savage, T. (2022). Challenge based learning: Recommendations for the future of higher education. In The Emerald Handbook of Challenge Based Learning (pp. 391-411). Emerald Publishing Limited. https://doi.org/10.1108/978-1-80117-490-920221018
Girardin, F., Blal, I., & Lunardo, R. (2023). The role of brand authenticity for higher education institutions. Journal of Marketing for Higher Education, 1-21. https://doi.org/10.1080/08841241.2023.2172642
Gopinath, R. (2020). Demographic percipience of self-actualization among academic leaders in Tamil Nadu Universities-A Study. NOVYI MIR Research Journal5(6), 81-91.
Hailat, K. Q., Alshreef, A. A., Azzam, I. A., & Darabseh, F. (2021). Stakeholder approach and the impact of brand image within higher education in the Middle East: Student and staff perspective. Journal of Public Affairs21(1), https://doi.org/10.1002/pa.1941
Hemmati, R (2013). Quantity-Oriented development of supreme education and academic life in Iran. Iranian Journal of Management in the Islamic University, 2(5), 127
Inayatullah, S. (1998). Causal layered analysis: Poststructuralism as method. Futures, 30(8): 815-829. https://doi.org/10.1016/S0016-3287(98)00086-X
Inayatullah, S. (2009). Causal layered analysis: An integrative and transformative theory and method. Futures Research Methodology, 3, 1.
Inayatullah, S. (2014). Causal layered analysis defined. The Futurist, 48(1), 26.
Ivy, J. (2001). Higher education institution image: A correspondence analysis approach. International Journal of educational management, 15(6), 276-282. https://doi.org/10.1108/09513540110401484
Kasser, T. (2002). The high price of materialism. Cambridge.
Kaushal, V., Jaiswal, D., Kant, R., & Ali, N. (2021). Determinants of university reputation: Conceptual model and empirical investigation in an emerging higher education market. International Journal of Emerging Markets, 18(8), 1846-1867. https://doi.org/10.1108/IJOEM-12-2020-1494
Keykha, A (2022). Analysis of causes of unemployment of graduates in higher education. Journal of Teaching in Marine Sciences, 9(1), 21-39
Kotler, P., & Fox, K. (1995). Strategic marketing for educational institutions (2nd ed.).  Prentice-Hall
Kountouridou, M. M., & Domic, D. (2022). The Impact of a Positive Visualisation Course in Brand Identity on Freshmen Students’ Perceptions of University Brand Image. Interdisciplinary Journal of Management Studies (Formerly known as Iranian Journal of Management Studies), 15(4), 945-962. https://doi.org/ 10.22059/ijms.2022.326021.674612
Lafuente-Ruiz-de-Sabando, A., Zorrilla, P., & Forcada, J. (2018). A review of higher education image and reputation literature: Knowledge gaps and a research agenda. European research on management and business economics, 24(1), 8-16. https://doi.org/10.1016/j.iedeen.2017.06.005
LeBlanc G., Nguyen, N. (1995). Cues used by customers evaluating corporate image in service firms: An empirical study in financial institutions. International Journal of Service Industry Management, 7(2):45–56. https://doi.org/10.1108/09564239610113460
Leuwol, F. S., Kartiko, A., Nasar, I., Idrus, I., & Putra, F. T. (2023). The influence of educational promotion and brand image on students decision to choose madrasah. Muaddib: Studi Kependidikan dan Keislaman13(2), 90-100. http://dx.doi.org/10.24269/muaddib.v13i2.7652
Li, F. S., Qi, H., & Guo, Q. (2021). Factors influencing Chinese tourism students’ choice of an overseas PhD program. Journal of Hospitality, Leisure, Sport & Tourism Education, 29, 100286. https://doi.org/10.1016/j.jhlste.2020.100286
Manzoor, S. R., Ho, J. S. Y., & Al Mahmud, A. (2021). Revisiting the ‘university image model for higher education institutions’ sustainability. Journal of Marketing for Higher Education, 31(2), 220-239. https://doi.org/10.1080/08841241.2020.1781736
Maresova, P., Hruska, J., Kuca, K., (2020). Social media university branding. Education Sciences, 10(3), 74. https://doi.org/10.3390/educsci10030074
Martin, M., & Nasib, N. (2021). The effort to increase loyalty through brand image, brand trust, and satisfaction as intervening variables. Society9(1), 277-288. https://doi.org/10.33019/society.v9i1.303
Maunze, O. B. R., Abratt, R., & Mingione, M. (2020). Impact of internal branding on student engagement: Insights from a South African University. Services Marketing Quarterly, 41(2), 124-144. https://doi.org/10.1080/15332969.2020.1742979
McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310–321. https://doi.org/10.1086/209217
Merchant, A., Rose, G. M., Moody, G., & Mathews, L. (2015). Effect of university heritage and reputation on attitudes of prospective students. International Journal of Nonprofit and Voluntary Sector Marketing, 20(1), 25-37. https://doi.org/10.1002/nvsm.1515
Mintz, B. (2021). Neoliberalism and the crisis in higher education: The cost of ideology. American Journal of Economics and Sociology, 80(1), 79-112. https://doi.org/10.1111/ajes.12370
Mohammadi, H., & Zibakalam, F (2015). Neoliberalism and commercialization of education: The challenges for moral education. Foundations of Education, 4(2), 92. https://doi.org/10.22067/fe.v4i2.37248
Moogan, Y. J., Baron, S., & Bainbridge, S. (2001). Timings and trade-offs in the marketing of higher education courses: A conjoint approach. Marketing Intelligence & Planning, 19(3), 179–187. https://doi.org/10.1108/02634500110391726
Moogan, Y. J., Baron, S., & Harris, K. (1999). Decision‐making behaviour of potential higher education students. Higher education quarterly, 53(3), 211-228. https://doi.org/10.1111/1468-2273.00127
Munisamy, S., Mohd Jaafar, N. I., & Nagaraj, S. (2014). Does reputation matter? Case study of undergraduate choice at a premier university. The Asia-Pacific Education Researcher, 23, 451-462. https://doi.org/ 10.1007/s40299-013-0120-y
Nayebzadeh, Sh., Nami, A., Hatami-nasab, H & Honari, M (2024). Causal mapping of successful brand in Iran higher education (case study: Technical and Vocational University). Journal of Modern Engineering Management, 10(1), 2-37.
Novikova, I., guseynova, a., & vayderman, b. (2023). Self-actualization features among eu and russian university students. In inted2023 proceedings (pp. 7451-7455). Iated. https://doi.org/10.21125/inted.2023.2040
Novita, A., Surya, E. D., & Afrina, N. (2024). University reputation and quality of lecturers for the decision of choosing which mediated promotion. International Journal of Management, Economic and Accounting2(1), 28-40. https://doi.org/10.61306/ijmea.v2i1.101
Nuseir, M. T., & El Refae, G. A. (2022). Factors influencing the choice of studying at UAE universities: An empirical research on the adoption of educational marketing strategies. Journal of Marketing for Higher Education, 32(2), 215-237. https://doi.org/10.1080/08841241.2020.1852467
Ordun, G., & Akün, F. A. (2017). Self-actualization, self-efficacy and emotional intelligence of undergraduate students. Journal of Advanced Management Science, 5(3), 170-175. https://doi.org/10.18178/joams.5.3.170-175
Panda, S., Pandey, S. C., Bennett, A., & Tian, X. (2019). University brand image as competitive advantage: A two-country study. International Journal of Educational Management, 33(8), 234-251. http://dx.doi.org/10.1108/IJEM-12-2017-0374
Parameswaran, R., & Glowacka, A. (1995). University image: An information processing perspective. Journal of Marketing for Higher Education, 6(2), 41– 56. https://doi.org/10.1300/J050v06n02_04
Partanen, L. (2020). How student-centred teaching in quantum chemistry affects students’ experiences of learning and motivation—a self-determination theory perspective. Chemistry Education Research and Practice, 21(1), 79-94. https://doi.org/10.1039/C9RP00036D
Patterson, T. G., & Joseph, S. (2007). Person -centered personality theory: Support from self-determination theory and positive psychology. Journal of Humanistic Psychology, 47(1), 117-139. https://doi.org/10.1177/0022167806293008
Pelekh, Y., Rudiuk, O., & Demianiuk, V. (2022). Personality employment crisis in the subjective projection of the unemployed youth with higher education. Problems of Education in the 21st Century80(3), 456-473. https://doi.org/10.33225/pec/22.80.456
Pervin, N., & Mokhtar, M. (2022). The interpretivist research paradigm: A subjective notion of a social context. International Journal of Academic Research in Progressive Education and Development, 11(2), 419-428. http://dx.doi.org/10.6007/IJARPED/v11-i2/12938
Polcyn, J., Lyulyov, O., Pimonenko, T., & Vovk, V. (2023). An attempt at a simplified determination of the brand value of a university. In Forum Scientiae Oeconomia (Vol. 11, No. 3, pp. 53-67).
Qasim, A. M., Al-Askari, P. S. M., Massoud, H. K., & Ayoubi, R. M. (2021). Student university choice in Kurdistan-Iraq: what factors matter? Journal of Further and Higher Education, 45(1), 120-136. https://doi.org/10.1080/0309877X.2020.1742298
Qazi, Z., Qazi, W., Raza, S. A., & Yousufi, S. Q. (2022). The antecedents affecting university reputation and student satisfaction: A study in higher education context. Corporate Reputation Review, 25(4), 253-271.
Rashid, Y., Rashid, A., Warraich, M. A., Sabir, S. S., & Waseem, A. (2019). Case study method: A step-by-step guide for business researchers. International journal of qualitative methods, 18, 1609406919862424. http://dx.doi.org/10.1177/1609406919862424
Richins, M. L., & Dawson, S. (1992). A consumer values orientation for materialism and its measurement: Scale development and validation. Journal of consumer research19(3), 303-316. https://doi.org/10.1086/209304
Romiani, Y., Ghoraishi Khorasgani, M. S., & Norollahee, S. (2024). Higher education managers’ perception of university reputation components: a model for Middle Eastern countries. International Journal of Educational Management, 38(2), 525-548. https://doi.org/10.1108/IJEM-09-2023-0433
Rudhumbu, N., Tirumalai, A., & Kumari, B. (2017). Factors that influence undergraduate students’ choice of a university: A case of Botho University in Botswana. International Journal of Learning and Development, 7(2), 27-37. https://doi.org/10.5296/ijld.v7i2.10577
Ryan, R. M., & Deci, E. L. (2017). Self-determination theory: Basic psychological needs in motivation, development, and wellness. Guilford Publications.
Ryan, R. M., & Deci, E. L. (2022). Self-determination theory. In Encyclopedia of quality of life and well-being research (pp. 1-7). Cham: Springer International Publishing.
Ryan, R. M., & Vansteenkiste, M. (2023). Self-determination theory. In The Oxford Handbook of Self-Determination Theory (pp. 3-30). Oxford University Press.
Salleh, R. R., Ismail, N. A. H., & Idrus, F. (2021). The relationship between self-regulation, self-efficacy, and psychological well-being among the Salahaddin University undergraduate students in Kurdistan. International Journal of Islamic Educational Psychology2(2), 105-126. https://doi.org/10.18196/ijiep.v2i2.12572
Shipunova, O. D., Berezovskaya, I. P., & Smolskaia, N. B. (2019). The Role of Student's Self-actualization in Adapting to the e-Learning Environment. In Proceedings of the Seventh International Conference on Technological Ecosystems for Enhancing Multiculturality (pp. 745-750).
Stephenson, A. L., Heckert, A., & Yerger, D. B. (2016). College choice and the university brand: Exploring the consumer decision framework. Higher Education, 71(4), 489-503. http://dx.doi.org/10.1007/s10734-015-9919-1
Sung, M., & Yang, S.-U. (2008). Toward the model of university image: The influence of brand personality, external prestige, and reputation. Journal of Public Relations Research, 20(4), 357– 376. https://doi.org/10.1080/10627260802153207
Sutrisno, S., Hayati, H., Saputra, N., Arifin, S., & Kartiko, A. (2023). The Influence of the head of madrasah and infrastructure facilities on the quality of education through teacher competence. Tafkir: Interdisciplinary Journal of Islamic Education, 4(2), 274–288. https://doi.org/10.31538/tijie.v4i2.423
Suyudi, M., Rahmatullah, A. S., Rachmawati, Y., & Hariyati, N. (2022). The effect of instructional leadership and creative teaching on student actualization: Student satisfaction as a mediator variable. International Journal of Instruction15(1), 113-134. https://doi.org/10.1080/10627260802153207
Tien, N. H., Anh, D. B. H., Ngoc, P. B., Trang, T. T. T., & Minh, H. T. T. (2021). Brand building and development for the group of Asian international education in Vietnam. Psychology and education58(5), 3297-3307.
Trusheim, W. H. (2021). Audiation and mental imagery: Implications for artistic performance. Visions of Research in Music Education16(2), 18. https://opencommons.uconn.edu/vrme
Wilkins, S., Hazzam, J., & Ireland, J. J. (2022). Servicescape in transnational higher education: The effects of campus design, physical environment and facilities on student experience and satisfaction. Journal of Marketing for Higher Education, 1–20. http://dx.doi.org/10.1080/08841241.2022.2139792
Wymer, W. (2013). Deconstructing the brand nomological network. International Review on Public and Nonprofit Marketing, 10(1), 1–12. http://dx.doi.org/10.1080/08841241.2022.2139792
Yaping, X., Huong, N. T. T., Nam, N. H., Quyet, P. D., Khanh, C. T., & Anh, D. T. H. (2023). University brand: A systematic literature review. Heliyon, 9(6), e16825. http://dx.doi.org/10.1007/s12208-012-0091-3
Zyryanova, V. A., Goncharova, N. A., & Orlova, T. S. (2020). Developing a model of strategic university reputation management in the digitalization period in education. In International Scientific Conference “Digitalization of Education: History, Trends and Prospects” (DETP 2020) (pp. 726-732). Atlantis Press. http://dx.doi.org/10.2991/assehr.k.200509.129