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Attracting College Candidates: The Impact of Perceived Social Life

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  • Anthony J. Capraro
  • Michelle L. Patrick
  • Melissa Wilson

Abstract

This paper explores how perceived attractiveness of the social life at a college/university influences potential applicants' likelihood to request information from, visit and apply to (decision approach actions) that school. Results obtained from a study of high school juniors indicate that attractiveness of social life, defined in terms of characteristics of the people and experiences to be found at a school, is at least as important as quality of education in determining the likelihood of a candidate undertaking decision approach actions toward a school. The implications of these findings for colleges'/universities' recruitment efforts are discussed.

Suggested Citation

  • Anthony J. Capraro & Michelle L. Patrick & Melissa Wilson, 2003. "Attracting College Candidates: The Impact of Perceived Social Life," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 14(1), pages 93-106, June.
    • Handle: RePEc:taf:jmkthe:v:14:y:2003:i:1:p:93-106
    DOI: 10.1300/J050v14n01_06
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