An Exploration of College-Related Memorable Messages

<p>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.</p>

Name thesis:degree_name

Master of Arts

Discipline thesis:degree_discipline

Department of Communication

Year

2012

Author dc:creator

• Miller, Ashley Yvonne

Contributors dc:contributor

• Dr. Jennifer Mize Smith, Director, Dr. Holly Payne, Dr. Blair Thompson

• University Recruitment
• Higher Education
• Admission Office
• Communication
• Organizational Communication

Repository record dc:identifier

https://digitalcommons.wku.edu/theses/1148

OAI identifier oai:identifier

oai:digitalcommons.wku.edu:theses-2151