Diagnosing Learning Motivation of Marketing Students: An Approach Based on Expectancy Theory

Expectancy-valence models were used to predict the effort and performance of marketing students. Expectancy theory maintains that effort is related to the degree to which behavior is viewed as leading to various intrinsic and extrinsic outcomes weighted by the importance of these outcomes. A number of important hypotheses regarding learning motivation-performance were supported by the data reported here. A number of implications based on findings are also discussed.