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  • Dr Paul Penn

Consumer vs. learner identities and their implications for studying for a degree.

My latest YouTube video on consumer vs. learner identities and their implications for studying for a degree can be found via the link below.


With all of the media attention that has recently been directed at the subject of student fees and issues associated with the value for money of degree programmes, it would be easy for students to begin thinking of themselves as consumers and a degree as a product. In this video I argue that this is a counterproductive identity for a student to take on with respect to their engagement and attainment with their degree studies.

This video was inspired by the work of Dr. Louise Taylor (formerly Bunce) on the student identies project. You can find more information about this project here:


Bjork, R. A., & Bjork, E. L. (2020). Desirable difficulties in theory and practice. Journal of Applied Research in Memory and Cognition, 9(4), 475-479.

Bunce, L., Baird, A., & Jones, S. E. (2017). The student-as-consumer approach in higher education and its effects on academic performance. Studies in Higher Education, 42(11), 1958-1978.

Bunce, L., & Bennett, M. (2019). A degree of studying? Approaches to learning and academic performance among student ‘consumers’. Active Learning in Higher Education, 1469787419860204.

King, N., & Bunce, L. (2020) Academics’ perceptions of students’ motivation for learning and their own motivation for teaching in a marketized higher education context. British Journal of Educational Psychology, 90(3), 790-808.L

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