The Effect of Price in the College Selection Decision Process

This article reports the results of research into the effect that price, or the cost to attend a college, has on the selection decision process. Using two models of the college decision process as the basis for evaluating price effects, focus group discussions and a national survey were conducted. Findings indicate that the importance of price increases as the decision evolves from initial screening of possible alternatives to final selection of a college to attend. An analysis of socio-economic characteristics of survey respondents indicated that family income and fathers’ education was associated with the relative importance of price in the decision process. Implications for college administrators are discussed.