Unlocking the Secrets of Student Decision Making: 5 Consumer-behaviour Principles for Higher Education Enrollment

The higher education enrollment process involves a complex decision-making process for consumers (students and their families) as they evaluate the different educational institutions and programs available to them. Here are some consumer behavior principles that higher education institutions should consider during the enrollment process:

Students and families assess the perceived value of a college or university based on a variety of factors, including the quality of the academic programs, the reputation of the institution, and the perceived return on investment. Higher education institutions need to ensure that they are communicating the value of their programs and services effectively to prospective students.

Consumers are influenced by the opinions and experiences of others, particularly family and friends. Therefore, higher education institutions should encourage positive word-of-mouth recommendations from current and former students, as well as leveraging social media to showcase their programs and achievements.

Consumer decisions are often driven by emotions, such as feelings of belonging, prestige, and excitement. Higher education institutions should create an emotional connection with prospective students by highlighting the unique aspects of their institution and programs, such as research opportunities or study abroad programs.

Prospective students may experience cognitive dissonance, or a sense of discomfort, after making a decision to enroll in a particular institution. Higher education institutions should provide information and resources to alleviate this feeling and reinforce the value of the decision.

Consumers use a variety of decision-making processes, including rational, intuitive, and impulsive. Higher education institutions should provide information in a variety of formats to appeal to different decision-making processes and to facilitate informed choices.

By taking into consideration these consumer behavior principles, higher education institutions can create effective enrollment strategies and attract and retain a diverse and engaged student body.