First-year students shop for value in choosing a school.

Academic quality and affordability were the major issues this year occupying student interests--more so than in the last 35 years--according to an annual fall survey of more than 270,000 freshmen entering 356 four-year schools.

Each year the Higher Education Research Institute (HERI) at UCLA surveys students' political views, finances and opinions, including why they selected a college.

"The American Freshman: National Norms for Fall 2007" suggested first-year students are paying more and more attention to schools' cost and academic reputation. "Students may be keying in to national debates about affordability and accountability," noted survey director John H. Pryor.

College-bound students finally seem to be taking a consumer's approach to their educations, shopping for a good value at a reasonable price. Women first-year students reported using more consumer-oriented practices in choosing their college than men did. Most of all, they were concerned with the "value" of an education: 68% chose their college because of its good academic reputation.

Second, women want to make a sound "investment," where graduates of the college get good jobs (56%).

Their third highest priority was the price of their education: 43% of women freshmen were interested in "discounts," financial aid offered by the colleges.

While first-year male students chose the same top two reasons, women showed significantly more interest, considering all three areas more important. This could be the result of women being socialized to have the "shopper gene," to shop around to see all their options before settling.