Enhancing the communication competency of business undergraduates: a consumer socialization perspective

Authors

Kenneth C. Gehrt, San Jose State UniversityFollow
M. O'Brien, Bradley University
D. Mease, San Jose State University

Document Type

Article

Publication Date

1-1-2009

Publication Title

Indian Journal of Economics and Business

First Page

111

Last Page

120

Disciplines

Business | Marketing

Abstract

Explaining how individuals acquire the necessary skills and knowledge to effectively participate in society is often accomplished through Socialization Theory. We investigate numerous socialization agents and their relationship with the communication competency of university business majors. Communication competency (reading, writing, and verbal) was measured via both a standardized skill test and self report. Exploratory analysis was conducted upon high and low communication competency groups that were identified via cluster analysis. Our findings generally indicate the most important socialization agents are via personal interactions whereas the least important socialization agents are influencing via primarily electronic or media-based methods.

Comments

Copyright © 2009 Serials Publications.

Recommended Citation

Kenneth C. Gehrt, M. O'Brien, and D. Mease. "Enhancing the communication competency of business undergraduates: a consumer socialization perspective" Indian Journal of Economics and Business (2009): 111-120.