Attracting College Candidates: The Impact of Perceived Social Life

Anthony J. Capraro, Michelle L. Patrick and Melissa Wilson

Journal of Marketing for Higher Education, 2003, vol. 14, issue 1, 93-106

Abstract: This paper explores how perceived attractiveness of the social life at a college/university influences potential applicants' likelihood to request information from, visit and apply to (decision approach actions) that school. Results obtained from a study of high school juniors indicate that attractiveness of social life, defined in terms of characteristics of the people and experiences to be found at a school, is at least as important as quality of education in determining the likelihood of a candidate undertaking decision approach actions toward a school. The implications of these findings for colleges'/universities' recruitment efforts are discussed.

Date: 2003
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Persistent link: https://EconPapers.repec.org/RePEc:taf:jmkthe:v:14:y:2003:i:1:p:93-106

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DOI: 10.1300/J050v14n01_06

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