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.
| Identifer | oai:union.ndltd.org:WKU/oai:digitalcommons.wku.edu:theses-2151 |
| Date | 25 May 2012 |
| Creators | Miller, Ashley Yvonne |
| Publisher | TopSCHOLAR® |
| Source Sets | Western Kentucky University Theses |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | Masters Theses & Specialist Projects |
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