Recruiting African-American Students to a Predominately White College: Should we be Communicating Differently?
Date of Award
Master of Arts
Dr. Leigh A. Ford
Dr. Maria Knight Lapinski
Dr. Kathleen M. Propp
Masters Thesis-Campus Only
Enrolling minority, or under-represented, groups has long been a focus of college professionals; however, the percentage of under-represented students attending college continues to trail their European-American peers. This study examined recruitment messages tailored to reflect cultural differences and the possible positive effect of these messages on the ability of an institution to attract African-American students. Based on previous research, three hypotheses were proposed: That African-American participants would be more collectivistic than their European-American peers; that African-American participants would be more interested in the institution when they received the collectivistic message; and that European-Americans would respond more favorably when they received the individualistic themed message. T-tests and Analysis of Variance tests were conducted which did not show support for the hypotheses. Findings of the hypotheses and research questions analysis are discussed.
Kornowa, Alicia M., "Recruiting African-American Students to a Predominately White College: Should we be Communicating Differently?" (2007). Masters Theses. 3436.