Tuition resets and how colleges price themselves

College Inside Track President Chris Wills was featured on KARE 11 TV discussing Bethel University’s tuition reset and how colleges price themselves. Some, like Bethel, are choosing to abandon the high sticker price, high financial aid, model that has caused confusion amongst families who have no idea what college will actually cost.

Wills explains that schools have used that model because of two psychological reasons: Consumers equate a higher price to higher quality, and people love the feeling of getting a large scholarship, or discount.