College Choice in a Brand Elimination Framework: The High School Student's Perspective.

Y

20

Administrators; Practitioners

College Bound Students; College Choice; Decision Making; High Schools; Higher Education; Information Sources; Parent Influence; School Counselors; Student Attitudes; Student Recruitment

0884-1241

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)

1999

EJ570435