Using the Six Principles of Influence to Increase Student Involvement in Professional Organizations: A Relationship Marketing Approach

Abstract

As professors we provide students the knowledge and tools in the classroom necessary to pursue effective careers. However, learning can be enhanced by active student participation in extra-curricular activities. In particular, University professional organizations can provide enormous experiential learning opportunities for students. Although there are a number of benefits of organizational participation, the numbers of students that participate are low. This article discusses the use of relational marketing theory and Cialdini’s six principles of influence as a framework to increase organizational membership participation.