A successful football season causes a 17.7 percent boost in applications to an institution, but the increase is more apparent among lower-achieving students (as measured by SAT scores), according to a new paper published in the journal Marketing Science. However, victories on the field do correlate with higher selectivity, with mid-level institutions improving their admission of students with average SAT scores by 4.8 percent, wrote Doug J. Chung, an assistant professor of business administration at Harvard University. To achieve a comparable bump in applications, a university would have to either decrease tuition by 3.8 percent or increase the quality of its education by recruiting higher-quality faculty who are paid 5.1 percent more, Chung said.
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