Publication Date


Document Type


First Advisor

Henningsen, Mary L.

Degree Name

M.A. (Master of Arts)

Legacy Department

Department of Communication


Communication; Higher education


The theory of planned behavior was used to investigate recruitment messages for student engagement opportunities. Participants (N = 194) completed a survey of their attitudes, subjective norms, perceived behavioral control, and behavioral intentions to become more engaged in the campus community. Additionally, participants were asked to create a recruitment message for a fraternity or sorority, intramural athletic, or employment opportunity. The results of the study indicated support for the theory in the context of student engagement; both attitudes and subject norms predicted behavioral intentions. In addition, the coding of the recruiting messages indicated that different types of messages were crafted for different student engagement opportunities. Messages designed to recruit for Greek organizations and intramural athletics often contained attitudinal features. Messages designed to recruit for campus employment opportunities often contained reference to perceived behavior control. The implications related to the use of the theory in the context of student engagement are discussed.


Advisors: Mary L. Henningsen.||Committee members: Kate Cady; Kathleen Valde.||Includes bibliographical references.


iv, 47 pages




Northern Illinois University

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