Initial Student Impressions and Affinity Towards the Institution

Abstract

This study attempted to explore the relationship between the university affinity and initial impressions of undergraduate students at a mid-size, Midwestern university. A quantitative study was employed after acquiring data using Berquam's (2013) Relationship Quality Student Affinity instrument, which measured a student's commitment and pride, as well as their initial impressions towards the university. Results from the Chi Square test for independence showed evidence that initial impressions were related to university affinity, aligning with prior research. Other results from the study indicated that initial impressions and university affinity were also related to university choice rank. Recommendations were made for the university to invest in ways to improve the school's standings in rankings as well as increase marketing to the public and prospective students to encourage external prestige.

Date of Award	2016
Original language	American English
Awarding Institution	Eastern Illinois University
Supervisor	Dena R. Kniess (Supervisor)