As marketization and privatization strategies become commonplace in higher education, it is essential for institutions to understand how students make decisions about college choice. Students as consumers engage in complex college choice decision-making that is often impacted by institutional and personal characteristics, such as cost, location,…

How does a policy of free tuition affect student applications to universities? This article assesses how free tuition influences applications in terms of the selectivity of the university, length of the degree program, cost of the program, and application to a program in the STEM field. The study based on a quasi-experimental design was carried…

Grade retention is often perceived as an academic failure and a negative response from the educational system. Hence, based on the social cognitive theory, being retained might decrease self-efficacy. This way, we expect that retainees are less likely to pursue a degree in higher education. Retainees that do enroll in higher education, are…

With rapid economic advancement and government commitment to the expansion of higher education, China has taken a leap forward from being a leading sender of international students to an attractive destination for international students. In many respects, the hurried expansion and internationalization of Chinese higher education itself are a…

This research examines the relationship between financial aid, price, and the enrollment decisions of first-generation college students. Using human capital and socio-cultural theories in conjunction with previous research, the study establishes a conceptual framework to assess how personal, academic, and college variables associate with a…

Many observers argue that diversity in Economics and STEM fields is critical, not simply because of egalitarian goals, but because who is in a field may shape what is studied by it. If increasing the rate of majoring in mathematically-intensive fields among women is a worthy goal, then understanding whether women's colleges causally affect that…

First-generation Latina/o/x students have some of the lowest college attainment rates in the nation. College attainment is influenced by the access students have to different college systems. The college choices students access can reflect individual, community, and school-level factors that impact how much college knowledge and resources students…

The issue of academic undermatching involves students enrolling at colleges and universities below the level of selectivity to which their academic profiles indicate they could gain admission. Undermatching has received significant attention because students who undermatch have been shown to experience less favorable outcomes than their peers who…

Higher education institutions are at a critical point with college recruitment, whereby social media marketing recruitment strategies are vital. Today's prospective traditional college student utilizes social media for both information and engagement. Understanding the relationship between social media influence and the college selection process…

As the Chinese higher education market competition intensifies, attracting enough prospective students becomes a demanding task for many higher education institutions. Universities must develop more competitive marketing strategies to win the competition in the student recruitment market. The 7Ps marketing mix is one of the marketing concepts that…

Rural students pursue post-secondary education at a lower rate than their urban and suburban counterparts. While the college choice process is complex for all students, it is important to further examine this process for rural students because they are an underserved population. This study utilized Perna's (2006) college choice model to examine…

The purpose of this qualitative study was to explore what influences Gen Z student college choice. Research on college choice has provided insight into whether or not a student will attend college; however, limited research exists on what impacts Gen Z students' college choice and how marketing and communication influence what college a student…

The choice of college and careers are not simple. The choices students make when selecting a college can affect them for their entire life. Tressie Cottom (2017), in her book, "Lower Ed," describes our educational journey like a stream (Cottom, 2017). We are all traveling down the stream of life, and there are rocks and forks. The…

Recent research reveals that many students are "swirling," or transferring more than one time, and not always vertically. This rise in swirlers suggests that some students choose transfer institutions that do not fit their needs. Yet, very little research examines the choices students make as they seek to transfer from one school to…

In the article "Understanding Writer Center Use among Community College Students," Christina Savarese addresses the reasons students use the writing center, understanding those reasons, and using them to identify ways the writing center administrators and tutors can better serve their student population. Additional research findings…