<title>ABSTRACT</title> Marketing of higher education has been approached mainly from the operational level as tools for student recruitment and income generation. Responsible marketing in higher education, as called for by its terms of reference, is concerned with how to effectively bring students into...

This paper extends current thinking on the relationship between consumers and the retail environment by assessing a theory of consumer-environment interaction that reinterprets arousal and dominance, two dimensions of the PAD model (Mehrabian, Albert, Russel, James A., An approach to...