The authors suggest that college and university planners and advisors shift from a student-centered to a parentlstudent-centered freshman orientation. Planning significant events for parents not only improves the quality of orientation but also offers excellent public relations opportunities. While careful orientation for students will enhance adjustment to college life, a good orientation for parents will benefit parents, students, and the school By applying a psychographic typology known as Values and Lifestyles (VALS), schools can create a choice of activities attractive to parents from different market segments. Increased student retention will be a major benefit.
Virginia Wallace Whitaker is Assistant Professor of Advertising. She is a faculty student advisor and for two years served on the College of Arts & Sciences special Freshman Faculty Advisor team. Franklin L. Roberts is Professor of Zoology and for the past three years has been Coordinator of Faculty Advising for the College of Arts & Sciences. Address correspondence concerning this article to Virginia Whitaker, 106D Lord Hall, University of Maine, Orono, ME 04469.