Faculty Publications

Gender Differences in Students' and Parents' Evaluative Criteria When Selecting a College

Document Type

Article

Publication Date

2006

Abstract

Evaluation of gender differences between students and between parents based on the perceived financial, social, psychological, physical, and functional risks associated with college selection. Nineteen criteria associated with these risks were evaluated for significant gender differences as well as for their level of importance by gender in the selection process. Student gender differences were financial aid, security, academics, friendly atmosphere and religious atmosphere. Parent gender differences were financial aid and degrees offered. Within both groups, females possessed a higher mean. The most important criterion for female students and parents was academics; for male students it was tuition.

Journal Title

Journal of Marketing for Higher Education

Volume

15

Issue

2

First Page

47

Last Page

80

First Department

School of Business Administration

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