Why Disadvantaged Students Are More Influenced by College Marketing

By Beckie Supiano. Disadvantaged students are more likely to search for colleges haphazardly, rather than in the systematic way a good counselor would encourage. And that makes them more susceptible to marketing from lower-tier colleges that may not be a good fit, academically or financially. That’s the takeaway of a new paper that will be presented on Wednesday at the annual meeting of the American Educational Research Association but is not yet available online. The paper, “Easy Targets: Haphazard College Searching and the Reproduction of Inequalities in Higher Education,” is based on a two-year qualitative study at two suburban high schools in the Northeast. Its author, Megan M. Holland, expects to receive her doctorate in sociology from Harvard University this month. Read more...