Finding the Fit: Gender, College Choice, and Consumer Behavior in University Enrollment
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.
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