© 2020

Rating Professors Online

How Culture, Technology, and Consumer Expectations Shape Modern Student Evaluations


Part of the Marketing and Communication in Higher Education book series (MCHE)

About this book


This book explores the emerging trends and patterns in online student evaluations of teaching and how online reviews have transformed the teacher-student relationship as developments in technology have altered consumer behaviors. While consumers at large rely more and more on web-based platforms to purchase commercial products and services, they also make highly personal decisions regarding the choice of service providers in health care, higher education, and other industries. The chapters assess the challenges that web-based platforms such as pose for service providers in higher education and other industries, and the role of these online consumer review sites in driving consumer expectations.  In framing her argument, the author considers the validity of online rating systems and the credibility and trustworthiness of online consumer reviewers. She also evaluates cultural trends that play a role in perpetuating systems of inequality such as racism, sexism, and ageism in online consumer reviews.

Keywords Teaching evaluations higher education consumerism online consumer reviews

Authors and affiliations

  1. 1.SociologySalem State UniversitySalemUSA

About the authors

Pamela Leong is Associate Professor of Sociology at Salem State University, USA.

Bibliographic information

  • Book Title Rating Professors Online
  • Book Subtitle How Culture, Technology, and Consumer Expectations Shape Modern Student Evaluations
  • Authors Pamela Leong
  • Series Title Marketing and Communication in Higher Education
  • Series Abbreviated Title Marketing and Communication in Higher Education
  • DOI
  • Copyright Information The Editor(s) (if applicable) and The Author(s), under exclusive licence to Springer Nature Switzerland AG 2020
  • Publisher Name Palgrave Macmillan, Cham
  • eBook Packages Education Education (R0)
  • Hardcover ISBN 978-3-030-35935-5
  • Softcover ISBN 978-3-030-35938-6
  • eBook ISBN 978-3-030-35936-2
  • Edition Number 1
  • Number of Pages XVI, 192
  • Number of Illustrations 0 b/w illustrations, 2 illustrations in colour
  • Topics Assessment, Testing and Evaluation
    Sociology of Education
    Social Media
    Teaching and Teacher Education
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