Information processing among high school Hispanics: recruiting implications for higher education

This study reports on focus group research undertaken with Hispanic high school students in four West Texas cities of varying size in the fall of 1996. The purpose of the research was to identify: (1) what media and other sources influence Hispanic high school students who are seeking information about higher education, and (2) what effect identification, as defined by use of language, has on the informational sources and appeals most likely to influence Hispanic high school students in their search. The growing Hispanic population in the Southwest represents an opportunity for institutions of higher education, and particularly community colleges. Based on the comments of the focus group participants, recommendations are made on how colleges seeking to attract more Hispanic students can better target both the students and their parents. Results show Hispanic students will be attracted by a college which has both personal and cultural support systems for them. Specifically, the students desire visits to their homes or community by a college's representative, a personal invitation to the students to visit a campus, or telephone calls to them. The students desire to know that a college has other Hispanic students, activities for Hispanics, and courses in Hispanic culture. Results also show the students desire in-depth information about a college, particularly the cost of attending and how to pay for it. Finally, because parents are encouraging attendance, colleges should target these parents.