In certain circles, it seems that almost all students want to attend the highest status university. But i sense that in other circles, there's more of an interest in finding the right fit. The reputational side is more, what will this school do for my kid in terms of the brand that will be attached to my kid? Reputation matters. There's evidence that it matters on the labor market.
America’s top colleges are facing record demand. So why don’t they increase supply? (Part 2 of “Freakonomics Radio Goes Back to School.”)