Advertising Anxiety Resources to Increase Enrollment and Support Student Mental Health

Document Type

Article

Publication Title

College and University

Abstract

This study investigates how universities can increase enrollment by advertising anxiety resources to prospective students during the college search process. Anxiety is classified as a mental health crisis on today's college campuses and is the leading concern for college students. There are eight major factors associated with anxiety among college students, which are: helicopter parents, social media, pressure to succeed, good grades equal success, structure in high school, high cost of college, locus of control, and materialistic values. Using the qualitative research method of focus-group interviewing, this study reveals that college seekers are more inclined to choose a university that advertises anxiety resources. If universities advertise anxiety resources, this communicates a pervasive message that: the school values and cares for me as an individual; I am not just a number, the school values my overall success as both a person and a student; and the school resources allow me to navigate in a relaxed, comfortable, secure, supported, and confident manner. These findings will guide admissions and recruitment officers, as prospective students must hear a message that communicates both academic and emotional resources; this is when a prospective student connects and search turns to choice.

Publication Date

2-2021

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