Easing the Anxiety of the College Search Process Through the Use of Music in Its Digital Touchpoints
Document Type
Article
Publication Title
College and University
Abstract
This study examines how universities can increase enroliment by incorporating music into their advertisements to alleviate anxiety. Gen Z spends more time listening to music than any other demographic. Music is the conduit between universities and prospective students because music can calm an anxious mind. Graduating high schoolers are most anxious about school, being admitted into a quality university, and their path after graduation. Because university choice is a high-involvement purchase with financial risk, music helps college seekers understand that institutions recognize their needs, wants, values, and personality, which fosters a sense of belonging and trust, ultimately lessening anxiety both psychologically and physiologically. Using the qualitative research method of focus-group interviewing, this study reveals that college seekers are more likely to feel a sense of belonging, be more connected, recall advertisements that use music, and have a greater likelihood of being persuaded to the point of purchase (i.e., college choice). Social media is the preferred medium for receiving messages because of the use of videos created by actual college students. Gen Z needs music to cope with daily life and make decisions. These findings will guide admissions and recruitment officers, as prospective students will tune out advertisements from competitor institutions if their greatest passion is missing in the message - music.
Publication Date
Summer 2025
Recommended Citation
Tucciarone, Kristy, "Easing the Anxiety of the College Search Process Through the Use of Music in Its Digital Touchpoints" (2025). Faculty Scholarship. 766.
https://digitalcommons.lindenwood.edu/faculty-research-papers/766