Ah Spring, when a college beat writer turns the annual anxiety story.  As aspiring college students receive their offers of admission and financial aid, a rash of articles are published suggesting that somehow this year's ordeal is news. This year a survey by the Princeton Review of the college hopes and worries of college applicants and their parents surfaced plenty of financial anxiety for the press to write about.  One of those worries, number one among students, what that they might get into their top choice college but not be able to afford to enroll.

As you've probably notice, this blog and my book challenge conventional thinking about college.  So you won't be surprised if I leap in here to argue that the college offering the best educational value should be your top choice.  If you are offered admission but not enough aid to make graduation feasible (or to require a debilitating mountain of debt and/or full time employment while trying to be a full time student) by High Ranking University, don't be too excited about having been accepted.  It won't serve your interests to pay more than you can afford for the privilege of enrolling in a dream college, and taking this attitude will only serve to undermine your enthusiasm for thriving in the college that offers the best balance of educational opportunity and affordable cost.

Taking things a step further, this widespread attachment to paying too much to attend a name brand college is driving up college costs for everyone. With over 2,500 accredited four year colleges in the country you would expect price competition to help hold tuition inflation in check.  But if most of the higher education consumers vote with their wallets for high cost luxury brand colleges the market will respond, and other colleges will spend resources trying to get into the selective high price end of the market.  [Don't just take my word for it.  Read an analysis of the issue in this article.] If more prospective college students follow my advice and shop for value, colleges will respond by finding ways to keep cost increases in check.  For the past twenty years we haven't be hearing that college shoppers want us to focus on affordability in the only way that really speak, by where they ultimately decide to enroll.  So do yourself the favor of choosing the best college value from your offer of admission, and in the process strike a blow for curbing tuition inflation.