The Way In: Most Effective Ways to Draw Potential Applicants to MFT Master’s Programs

Abstract

Successful student recruitment is key to the flourishing of the field of marriage and family therapy (MFT). In this mixed methods study, guided by the theory of planned behavior, we interviewed 21 undergraduate juniors and seniors on their attitudes, subjective norms, and perceived behavioral control with respect to applying to MFT master’s programs within 2 years of graduation. Using their responses, we constructed and administered a survey to 174 participants. The survey included both direct and belief-based measures of attitudes, subjective norms, and perceived behavioral control towards applying. Overall, subjective norms (i.e., perceived social pressures from family, friends, professors and advisors, and MFT insiders) had the greatest predictive power of potential applicants’ intention to apply. We discuss the implications for MFT student recruitment, and offer specific recommendations.