2min chapter

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The College Pricing Game

The Daily

CHAPTER

The Shivis Regal Effect in Higher Education

Ron Bonjean: Why don't schools just lower the sticker price? He says there are two main reasons. One is that people associate price with quality. The second reason is that Connecticut College wants to be seen as a $70,000 institution and not a $50,000 one.Bonjean: We saw it about a generation ago with Rice University. They've got a large endowment and they used to use that to keep their list price low. It turned out rightfully so that people were kind of passing them by because they didn't think it was good enoughBecause the price was so low.

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