Considering the enrollment decline in university teacher preparation programs, this phenomenological study explored the experiences of seven southeastern Wisconsin public high school juniors and seniors, who were interested in a pursuing a teaching degree, but have changed their minds and dismissed their original career path. The purpose of the…

This study aims to develop a comprehensive HEI choice intention (CI) model to understand how social influence (SI), brand equity (BE), and HEI factors influence attitude toward HEI (HEIA) as well as how the HEI attitude is a mediator of the relationship of these variables with the HEI CI. Data collected from 1633 high school seniors via online…

AACRAO partnered with two marketing faculty members to identify how higher education institutions are marketing themselves to high school seniors and to assess whether a brand management approach is being utilized. The research also sought to identify the practices that some institutions use (if any) to achieve enrollment results that are more…

The literature on college choice is extensive and navigating it for purposes of review is complicated by the dual meaning given to the word choice. To clarify, in this article, the phrase "college choice" refers to the concept defined by Don Hossler and Karen Gallagher in their seminal 1987 article entitled "Studying Student College…

This paper aims to explore educational markets literarily -- in situ -- at quite unique 'real' market places, where buyers and sellers of educational commodities meet and negotiate values and preferences. Thus, the place we chose for this study was some of the 'school fairs' held in huge exhibition halls all over Sweden every year. At these fairs…

This study investigates how universities can increase the effectiveness of the search process by featuring in their advertisements expert and celebrity endorsers who attended the institution. How can universities gain the attention of prospective students using the star power of experts and celebrities? Experts and celebrities promoting a…

A very large and important subgroup of student-athletes is ethnic minority in Title I high schools. Understanding the decision-making process of this subgroup is important to the high schools that prepare these students to enter college and to the colleges that recruit them. The college choice factors of 207 student-athletes at three Title I high…