Don’t Waste a Crisis: COVID-19 and Marketing Students’ Self-Regulated Learning in the Online Environment

Abstract

This research examines the extent to which a crisis situation, such as the COVID-19 pandemic, affects marketing students’ self-regulated learning (SRL) and grade expectations. Data were collected from 841 undergraduate marketing students and analyzed using the Hayes process macro to test the proposed framework. The results show direct and significant effects of SRL and its substrategies (goal setting, environmental structuring, and time management) on students’ grade expectations. However, help-seeking and self-evaluation strategies do not have a direct effect on students’ grade expectations. Instead, the analysis shows that the comparative appraisal of grades mediates these effects. In addi..