Gender Differences in Students' and Parents' Evaluative Criteria When Selecting a College

Phylis M. Mansfield and Jacquelyn Warwick

Journal of Marketing for Higher Education, 2006, vol. 15, issue 2, 47-80

Abstract: Evaluation of gender differences between students and between parents based on the perceived financial, social, psychological, physical, and functional risks associated with college selection. Nineteen criteria associated with these risks were evaluated for significant gender differences as well as for their level of importance by gender in the selection process. Student gender differences were financial aid, security, academics, friendly atmosphere and religious atmosphere. Parent gender differences were financial aid and degrees offered. Within both groups, females possessed a higher mean. The most important criterion for female students and parents was academics; for male students it was tuition.

Date: 2006
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DOI: 10.1300/J050v15n02_03

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