ERIC Number: EJ678020
Record Type: Journal
Publication Date: 2002
Reference Count: N/A
Determinants of Awareness, Consideration, and Choice Set Size in University Choice.
Dawes, Philip L.; Brown, Jennifer
Journal of Marketing for Higher Education, v12 n1 p49-75 2002
Developed and tested a model of students' university "brand" choice using five individual-level variables (ethnic group, age, gender, number of parents going to university, and academic ability) and one situational variable (duration of search) to explain variation in the sizes of awareness, consideration, and choice decision sets. (EV)
Descriptors: College Choice, Decision Making, Evaluation Criteria, Higher Education, Marketing of Education, Models, Student Characteristics
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Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Authoring Institution: N/A