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WKU professor studies variables affecting student ratings

Jerry Gotlieb, professor of marketing and sales in the Gordon Ford College of Business at WKU, authored an article recently accepted for publication in the Journal of Learning in Higher Education. The article, Variables That Can Affect Student Ratings of their Professors, examines the effects of three different variables on students’ ratings of their professors.

Dr. Jerry Gotlieb

Dr. Gotlieb’s research suggests that when students expected to earn a low grade in the course, they were more likely to believe that the professor was at fault. When students expected to earn a high grade in the course, they were less likely to attribute that to the professor. He also discovered that even when students receive a low grade in the course, they tended to be more satisfied if they believed the professor was a caring person. However, an uncaring professor coupled with an “A” in the course did not improve satisfaction among students.

Dr. Gotlieb earned his Ph.D. in marketing from Arizona State University and has been at WKU since 1992. His research interests involve marketing management and research, especially with aspects of perceived quality, perceived risk and satisfaction.

The Gordon Ford College of Business prepares its students for careers in accounting, economics, finance, information systems, international business, management and marketing.

Contact: Jerry Gotlieb, (270) 745-3098.

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