ERIC Number: ED336013
Record Type: RIE
Publication Date: 1991-May
Reference Count: N/A
Enhancing Student Recruitment: A Theory for Understanding and Changing Student Decisions. AIR 1991 Annual Forum Paper.
Pryor, Brandt W.
This paper presents a theoretical discussion of how students make educational behavior decisions including attending a given institution, transferring, or dropping out. The theory is seen to apply to students of all ages and both sexes with implications for all areas of postsecondary education. The theory holds that educational decisions are based on beliefs about the consequences of the specific behavior and on beliefs that certain "important others" favor, or oppose, the behavior. Use of the theory to develop positive attitudes and positive subjective norms in student recruitment efforts is illustrated with a hypothetical high school student considering attendance at a state university. Application of the theory in a total of seven studies with oral surgeons, librarians, and school teachers is noted. (20 references) (DB)
Publication Type: Speeches/Meeting Papers; Reports - Descriptive
Education Level: N/A
Authoring Institution: N/A
Identifiers: AIR Forum
Note: Paper presented at the Annual Forum of the Association for Institutional Research (31st, San Francisco, CA, May 26-29, 1991).