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This study investigates how universities can increase enrollment by advertising anxiety resources to prospective students during the college search process. Anxiety is classified as a mental health crisis on today's college campuses and is the leading concern for college students. There are eight major factors associated with anxiety among college students, which are: helicopter parents, social media, pressure to succeed, good grades equal success, structure in high school, high cost of college, locus of control, and materialistic values. Using the qualitative research method of focus-group interviewing, this study reveals that college seekers are more inclined to choose a university that advertises anxiety resources. If universities advertise anxiety resources, this communicates a pervasive message that: the school values and cares for me as an individual; I am not just a number, the school values my overall success as both a person and a student; and the school resources allow me to navigate in a relaxed, comfortable, secure, supported, and confident manner. These findings will guide admissions and recruitment officers, as prospective students must hear a message that communicates both academic and emotional resources; this is when a prospective student connects and search turns to choice.
Anxiety is the leading concern for college students, even greater than securing a career upon graduation. Anxiety, a form of an emotion, continues to increase on college campuses making millennials the most anxious generation of today (Gander 2018). Earning a college degree is not a new phenomenon; after all, higher education's roots date back to 1636 and the opening of Harvard College. Since the beginning of higher education, college students transform from children to young adults experiencing new challenges along the path of cognitive, emotional, and social development, which are rooted in one's sense of connection and worth. Some challenges include: managing time devoted to semester classes; working to earn money for college and everyday living; longing for support from family (which is even greater when a student is more than a few hours drive from home); partying in excess (which makes it even harder to return to academics); sleeping less; eating poorly; developing new relationships and social supports; and selecting the right major that more than likely will determine a lifelong career (Gates 2020). These challenges affect mental health,...