Can role models help encourage young people to apply to (selective) universities? Evidence from a large-scale English field experiment

Abstract

Under-participation in selective universities lowers social mobility in England, the United States and elsewhere. English universities have standardised tuition costs and strongly heterogeneous graduate earnings. Attending a selective university is therefore strongly incentivised, yet under-participation is extensive. The UK Government sent 11,104 `nudge´ letters to school students whose prior attainment made them competitive for entry into selective universities, urging them to consider that option. We evaluate this randomised controlled trial and find it effective at raising the number of students who apply to, and accept offers from, selective universities. We find the cost to be low relative to outcomes.