The award of no-need or merit scholarships and the effect on college choice are discussed. No-need scholarships are increasingly being used to draw students to the teaching profession, provide financial aid, and to recruit students who are academically and athletically talented. When these awards attract bright students to campuses, they can help improve campus academic reputations. The majority of no-need scholarships are awarded to freshmen. Researchers have observed that costs are important in the initial selection of a college, more for the potential graduate student than the undergraduate. However, obtaining financial aid after the freshman year appears to become a factor in continuing and maximizing satisfaction with one's educational experience. Financial assistance has been shown to be of particular concern to the older student. While no-need scholarships are not the key factor in the decision to matriculate at a particular institution, their availability may become important in the ability to successfully complete college. As students become more financially responsible for their college education, no-need monies will be increasingly important. (SW)