Price, performance, and perception.
In our experience, those are the 3 criteria on which learning institutions are evaluated – by students, parents, consultants, counselors, and, well, everyone.
To take our hypothesis out for a spin to see how it corners, we asked two panels of 12 undergrads – all majoring in Advertising and PR – to evaluate a set of universities using car types and the perceptions that surround them. For a kicker, we also asked if there is a celebrity they might associate with the school.
