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dc.contributor.authorPolikoff, Richard A.en_US
dc.date.accessioned2018-05-25T08:00:22Z
dc.date.available2018-05-25T08:00:22Z
dc.date.issued2018-05-24en_US
dc.identifier.othervt_gsexam:15707en_US
dc.identifier.urihttp://hdl.handle.net/10919/83393
dc.description.abstractIn the decades that followed World War II, tuition at American colleges was well within the financial reach of most families. Since 1980, however, it has grown more expensive to attend both public and private colleges, as tuition has surged at a rate that has far outpaced inflation. At the same time, the economic and lifestyle disparities between those who earn four-year degrees and those who do not have reached record levels. As a result, students have to go to college in order to have a realistic shot at prosperity, but must borrow significantly in order to afford the cost of attendance. Colleges are aware that whenever the subject of increased tuition comes up, be it a proposed increase or an official one, it is a threat to their image and is likely to be viewed as offensive by students, who are already straining from the high cost of college. Thus, colleges employ a range of image restoration theory strategies at all phases of the conflict management life cycle, in order to restore, repair, and protect their images. While the rhetorical strategies taken by colleges may be given a great deal of thought by college spokespersons, they are not always strategically appropriate. This thesis uses mental accounting to extend image restoration theory, and offers rhetorical strategies that colleges may consider in order to minimize the threat to their images posed by increased tuition.en_US
dc.format.mediumETDen_US
dc.publisherVirginia Techen_US
dc.rightsThis item is protected by copyright and/or related rights. Some uses of this item may be deemed fair and permitted by law even without permission from the rights holder(s), or the rights holder(s) may have licensed the work for use under certain conditions. For other uses you need to obtain permission from the rights holder(s).en_US
dc.subjectimage restorationen_US
dc.subjecthigher educationen_US
dc.subjectmental accountingen_US
dc.subjectreference pricesen_US
dc.subjecttuition increasesen_US
dc.subjectcrisis communicationen_US
dc.titleHear Us Out: When Colleges Talk About Tuition Increasesen_US
dc.typeThesisen_US
dc.contributor.departmentCommunicationen_US
dc.description.degreeMaster of Artsen_US
thesis.degree.nameMaster of Artsen_US
thesis.degree.levelmastersen_US
thesis.degree.grantorVirginia Polytechnic Institute and State Universityen_US
thesis.degree.disciplineCommunicationen_US
dc.contributor.committeechairTedesco, John C.en_US
dc.contributor.committeememberSmith, Stephanie A.en_US
dc.contributor.committeememberLogan, Nnekaen_US


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