Private Colleges Adopt Car Lot Strategy

Do students prefer bigger scholarships reducing higher tuition?

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 Barnds admits he and his counterparts at similar private colleges are worried because they can't afford to keep cutting their net prices while offering small classes and expensive amenities such as Augustana's nicely kept forested grounds, free art museum, and free musical performances. "The high price, high discount model cannot continue," he says. But, Barnds adds, it is hard to change when colleges' own scholarship and pricing strategies have taught parents to demand scholarships for their kids. "In March and April, everybody calls and says, 'Where's mine? Don't you value my child?'"

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