This research explored how memorable messages and formal (official) university messages work together to inform and influence students’ college choices. Recognizing the ways in which university-constructed and other memorable messages influence students’ choice of college could potentially help colleges improve their recruitment messages and distinguish themselves from other institutions. Semi-structured interviews were conducted to obtain data from the participants, and the data were analyzed through a thematic, constant comparative method. Within the context of higher education, findings revealed students’ perceptions of memorable college-related messages, the sources of memorable college-related messages, the characteristics that increase the likelihood that students will recall a college-related message, and the extent to which college-related messages influenced students’ choice of college. This study extends the exploration of the memorable message construct and provides practical implications for university admission offices and their student recruitment efforts.

The purpose of this dissertation was to examine the persuasive effects personal stories have on the university recruitment process. Specifically, this study explored how Fisher's (1984) concepts of narrative probability and fidelity influenced Ajzen's (1991) theory of planned behavior model using a four-staged quasi-experimental study. Jablin's (1982) anticipatory socialization phase of organizational assimilation theory acted as a context for this applied dissertation. This study evolved over four stages while working with the North Dakota State University Office of Admission. The first stage provided qualitative data exploring students' opinions of using story-based recruitment material. Focus groups also revealed what types of stories would be helpful for prospective students during the college admission process. Stage two developed and tested the narrative probability and fidelity scales based on Fisher's (1984) narrative paradigm. These newly created scales were used to determine the level of narrative probability and narrative fidelity in each of the experimental conditions. Stage three consisted of the creation and testing of the recruitment videos used in each experimental condition. The final stage tested the story-based recruitment and control videos on prospective students visiting North Dakota State University. The results of this dissertation were obtained using a series of ANOVAs, regression analyses, and path model testing techniques. Overall, the results suggested that high levels of narrative probability and narrative fidelity do positively influence prospective students' attitudes toward choosing a university and have a less powerful, but still positive, influence on their subjective norms beliefs and perceived behavioral control of choosing a university. The theory of planned behavior model was also supported by this data. The results of each stage of this study produced theoretical and practical implications. This dissertation concludes with a discussion of the results, implications, limitations, and future research opportunities.

The purposes of this study were as follows: (1) to compare what coaches deem important with what players consider important in the player's selection of which university to attend; (2) to compare black athletes with white athletes and their reasons for the selection of university; (3) to determine if there are differences in the reasons athletes choose private institutions rather than state institutions; (4) to determine if Texas basketball players choose universities for different reasons than students from other states; and (5) to compare decisions made by high school recruits and junior college recruits with respect to their choice of a university to attend.