This study combines research in education and services marketing to develop and test a model of seven factors hypothesized to be significant in student attitudes toward the classes they take and behavioral intentions that may be influenced by those attitudes. Based on a review of relevant literature and a series of focus groups, a survey was…

Examined the usefulness of Means-End Theory in developing effective college recruitment brochures. Found evidence that brochures that emphasize attributes (e.g., cost, location) over consequences (e.g., getting a job) or values (e.g., security) will generate greater interest in an educational institution. (EV)

Through a survey of business programs, a study examined the nature and extent of student recruiting activities and classified them according to a "brand elimination" model. Timing and methods of recruiting were then compared to reports of enrollment changes. Results suggest that targeted recruitment activities aimed at creating awareness early in…

Examines two studies (n=18, n=103) of high school students' approaches to college choice, using a "brand elimination" approach to consumer decision making and analyzing each stage of the student decision process. A salient finding was that different sources of information are important to the student at different stages of college selection. (MSE)