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• W323254169 abstract "This study employed a college student sample to retrospectively assess the adequacy of the college-related attribute information they received when deciding to attend college. The assessment separately considered males and females in the study's information sufficiency-importance framework with resulting strategies. The results suggest that when targeting both prospective male and female students, institutions of higher education may want to adopt a rather aggressive Need To Modify Communications strategy for the college-related attributes of job placement after graduation, financial aid and scholarships. This strategy was also suggested for females when considering the attributes of campus safety and friendly atmosphere, and for males when considering quality of professors. Alternatively, more moderate strategies of Limited Attention was recommended for males when considering the former two attributes, and a Continue Current Communications strategy for females when considering quality of professors. Introduction For most young people, the decision to attend college is probably the most important decision they will have made in their lives thus far (Carnegie Foundation, 1986). It is one that is likely to shape their lives for decades to come. Given the importance of the decision to attend college, it is not surprising that it has been the focus of a number of education-related research studies. For the most part, this research can be conceptualized within the context of a consumer decision-making framework, particularly that which is akin to the postsecondary educational institutional (PEI) college choice model (Hossler and Gallegher, 1987; Hossler, Braxton and Coopersmith, 1989; Pitre, 2006). The PE1 model views college choice as a process comprised of the three sequential stages of predisposition, search and choice. The initial predisposition stage is one where students will or will not develop aspirations to attend college. For those students who wish to attend college, the second stage is one in which they will acquire information about different colleges. Finally, students will proceed to the choice stage and evaluate each of the different colleges being considered and make a choice of which one to attend. The present study primarily focuses on the information search stage of the college choice decision process. In doing so, it examines the adequacy or sufficiency of the information that prospective students receive when deciding to attend college. The main research objective is to determine the extent to which prospective students are adequately informed when deciding to attend college. To the extent to which prospective students are not adequately informed would suggest that institutions of higher education modify their communication strategies to better ensure a more desirable fit between the institutional provider and the student consumer. A number of studies have examined different facets of the information search stage of the college choice decision process. Most of these studies have focused on the sources of information and the type of information that prospective students utilize in the college choice decision process (e.g., Lewis and Morrison, 1975; Cibik, 1982; Cowart, 1988; Broekemier and Seshadri, 1999; Warwick and Mansfield, 2003; Mansfield and Warwick, 2005). A few of these studies have considered the potential role of gender in this context (e.g., Broekemier and Seshadri, 1999; Mansfield and Warwick, 2005). Despite these efforts, virtually nothing is known about how adequate or sufficient the college-related information that prospective students receive when deciding to attend college is. Thus, it is not clear whether or not the college decision choice can be categorized as an informed decision that results in a desirable fit between college students and the college that was chosen. To begin to fill this gap, the present study employs a college student sample to retrospectively assess the extent to which the college-related information they had received from the institution they were now attending when deciding to enroll in college was sufficient. …" @default.
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• W323254169 title "The Adequacy of the Information that Students Utilize when Choosing a College: An Attribute Importance and Information Sufficiency Approach." @default.
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