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Professional Proficiency

Article Abstract

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The following qualitative case study uses secondary data from admitted student surveys to understand how women make decisions about college choice at one institution where men outnumber women in enrollment despite relatively even rates of application and acceptance. Findings suggest that women applicants noted affective factors related to familiarity and family when ‘finding the fit’ during their undergraduate institution decision-making. They associated these feelings during their college choice decision-making with the admissions process. By considering these variables, strategic enrollment management professionals may better understand how students make decisions about where to attend college, especially women.

Author(s)

syed-j--smJessica Syed, Ed.D., is currently the Senior Assistant Director of Admissions at Rowan University. Her research interests include access and equity in higher education, consumer decision-making, and college choice. Dr. Syed earned her B.A. in
Psychology with concentrations in Leadership Studies and African American Studies from Rowan University, her M.S.Ed. in Higher Education from the University of Pennsylvania, and Ed.D. from Rowan University.

johnson-a-t--smAne Turner Johnson, Ph.D., is a Professor of Educational Services & Leadership at Rowan University. Her research interests include policymaking and governance in higher education. Dr. Johnson earned her Ph.D. in Educational Leadership &
Policy – Higher Education Administration from Virginia Polytechnic Institute & State University.

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