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Perceived Risk in College Selection: Differences in Evaluative Criteria Used by Students and Parents

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  • Jacquelyn Warwick
  • Phylis M. Mansfield

Abstract

Students and parents base college selection on how well the college will overcome the perceived financial, social, psychological, physical, and functional risks associated with the college experience. Nineteen criteria associated with these risks were evaluated for significant differences between students and parents as well as for their level of importance in the selection process. Significant differences were found with regards to financial aid, security/safety, weather, professors, marriage prospects, athletics, and reputation of the school. The most important criterion for both students and parents was the academics of the institution. Only seven of the top ten criteria were the same.

Suggested Citation

  • Jacquelyn Warwick & Phylis M. Mansfield, 2003. "Perceived Risk in College Selection: Differences in Evaluative Criteria Used by Students and Parents," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 13(1-2), pages 101-125, February.
    • Handle: RePEc:taf:jmkthe:v:13:y:2003:i:1-2:p:101-125
    DOI: 10.1300/J050v13n01_07
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    Cited by:

    1. Caruso, Raul & de Wit, Hans, 2013. "Determinants of Mobility of Students in Europe: a preliminary quantitative study," MPRA Paper 49808, University Library of Munich, Germany.

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