How cost framing affects college applications: evidence from a targeted information intervention

This study evaluates an experiment conducted at a regional public university aimed at increasing college applications by reframing how tuition costs were presented to prospective students. High school seniors with a GPA of 3.0 or higher received letters outlining the application process and financial aid eligibility. A randomized subset received an enhanced version of the letter that emphasized the net cost of attending college—highlighting how the Pell Grant could significantly reduce tuition—rather than focusing on the full, list price. Results show that letters highlighting net costs increased application rates by 2.03 percentage points overall, with students most likely to qualify for the Pell Grant 4.08 percentage points more likely to apply. However, the intervention did not significantly influence enrollment decisions or FAFSA completion rates. These findings underscore both the promise and limitations of low-cost, information-based outreach efforts. While salient cost framing can shift application behavior, additional support may be needed to convert interest into enrollment—particularly at broad-access institutions serving economically diverse populations.