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By Heather Zimar, Managing Editor, Journals and Publications, ̽»¨Â¥

Universities are searching for innovative ways to connect with prospective students. A recent study by Kristy Tucciarione, Ph.D., reveals a powerful, yet often overlooked, tool: music. Her research, detailed in a recent C&U feature titled "Easing the Anxiety of the College Search Process Through the Use of Music in Its Digital Touchpoints," provides a new perspective on strategic enrollment management by focusing on the psychological and emotional impact of music on Generation Z.

Tucciarione's study highlights that university choice is a high-involvement purchase with significant financial risk, a process that can be overwhelming for anxious high schoolers. Her research, which utilized qualitative focus-group interviews with 251 undergraduate students, found that music acts as a conduit between institutions and prospective students. "Music is a way to get my mind off stressful things in life," one participant noted, while another described it as a "coping mechanism for anxious thoughts."

The findings are compelling:

• Attention and Recall: 94% of participants said they would be more inclined to pay attention to a university ad that used music. The study confirms that music makes advertisements more memorable and easier to recall.

• Emotional Connection: Music evokes positive feelings like "calm, comfortable, energized, happy, and relaxed," which can alleviate the stress of the college search.

• Authenticity and Trust: Gen Z values authenticity. The study found that a social media video set to music and created by actual students would be perceived as more genuine and trustworthy than a professionally produced ad.

The article emphasizes that music can help universities break away from the traditional "three and a tree" advertising model—a term for generic campus photos with smiling students. By incorporating music, institutions can demonstrate that they understand what is relevant to Gen Z, fostering a sense of belonging and trust.

"Music provides an emotional connection during an emotional, life-changing decision," a nineteen-year-old male participant expressed. "The music gives me insight about the university’s personality."

Tucciarione's research offers a clear recommendation for admissions and recruitment officers: to effectively engage this demographic, incorporate relevant music, particularly hip-hop and rap, into short, authentic videos on platforms like Instagram and TikTok. By doing so, universities can resonate with prospective students on a deeper, more emotional level, turning the stressful college search process into a more positive and persuasive experience.

Other articles in the summer issue of C&U include: 

Features

“Representing Diversity or Lack-Thereof: An Analysis of DPT and PTA Education Program Websites” by Mari Knettle, Rachel S. King, Gregory M. Kline, Amy S. Nowacki, and Denise Wigging

“Interview with Kelsey Simonson” by Jim Paterson

C&U 100

“Reflections on 50 Years as a College & University Reader, Author, and Editor” by Jeff von Munkwitz-Smith

“College and University’s Century Celebration” by Stephen J. Handel

“Katrina at 20:  Remembering Dick Whiteside” by Louise Lonabocker

“̽»¨Â¥ Members Search for Solutions as Higher Education Faces Challenges: 40 years Ago in College & University” by Jim Paterson

“The Year of Milestones: A Look Back at 1925” by Christopher W. Tremblay

Campus Viewpoint

“The Causes and Effects of Course Withdrawals” by Megan Murphy

Commentary

“CPL: Who is Responsible for Its Success [or Failure]?” by Jesse Boeding

Research in Brief

“Why Stay? Students Voice the Reasons They Transfer” by Kaitlyn Jurney, Maximos Popp, Rodney Parks

The ̽»¨Â¥ Review

“Social Mobility” reviewed by Stephen Handel

“Inside College Mergers: Stories from the Front Lines” reviewed by Stephen Handel