The Mental Image of Private Educational Institutes Among Parents of Students in Iraq

Abstract

This study explores the mental image of private educational institutes among parents of students in Iraq, analyzing the impact of social and cognitive factors based on Bandura’s Social Cognitive Theory. Employing a descriptive analytical method, data were gathered using a triadic Likert-scale questionnaire and unstructured interviews with a sample of 450 participants from three provinces. The findings show that social interaction, such as relatives' recommendations and friends’ experiences, plays a more influential role in shaping perceptions than direct personal experience. Teaching quality emerged as the most important factor in creating a positive impression, while institutional environment and administrative organization were identified as key weaknesses. Interviews highlighted social reputation as the main reason behind enrollment decisions. The analysis confirms that the mental image is formed through ongoing interaction between prior knowledge, social impressions, and educational behavior, consistent with Bandura’s triadic model. The study recommends enhancing institutional communication, addressing perception-related factors in educational policy, and involving parents as active partners in the learning process.