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The author used two attitude-measuring models in compare the attributes of the marketing education program, tangible or symbolic, in terms of their relative importance to students' attitudes toward the program. The data were analyzed by using multiple regression. The findings are that students' attitudes are more closely related to the program's tangible attributes than to the symbolic attributes. However, the relationship to the symbolic attributes, although secondary, is significant. The findings should facilitate in developing a promotional campaign which will incorporate and emphasize the significantly important tangible and symbolic attributes of the program. The findings also demonstrate the effectiveness of the models to measure student attitudes in any vocational area.

Effective Models for Measuring Students' Attitudes Toward the Marketing Education Program