Abstract
• Purpose – This study was innovative by evaluating higher educational technology through psychological theory, specifically applying cognitive appraisal theory to assess mobile app effectiveness among university marketing students in sales. • Design/methodology/approach – The research employed a single case study design focused on one student cohort, utilizing ten interviews analysed through hybrid thematic analysis that combined deductive and inductive coding approaches. • Findings-The findings revealed favourable participant responses to the mobile app, although their cognitive appraisal patterns diverged from established theoretical frameworks. • Originality-This research breaks new ground by being the first to apply Cognitive Appraisal Theory to sales education within the higher education contexts. • Contribution-The data analysis uncovered four unexpected research gaps, extending