Keyword

Private Higher Education, deception, students, advertisement, Cameroon, High School

Abstract

This quantitative research explores the impact of deceptive advertising in Private Higher Education Institutions (PHEIs) in Cameroon on students. We report the results of a questionnaire survey of 201 students randomly selected from eight private institutions. The findings provide new insights into deceptive advertising specifically in the Higher Education industry where no prior study had been conducted. We find that there is a fairly significant impact of deceptive advertising by Private Higher Educational Institutions on the students. Though fair, we suggest that there is urgent need for Government and other relevant stakeholders to establish measures to eradicate deception in the education industry as it undermines the value of Higher Education and the country’s educational system as a whole.


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