Numerous reports on the US economy argue that American higher education institutions must prepare a greater number of workers for employment in science, technology, engineering, and math (STEM), in order for the US to remain globally competitive. To do so, addressing the underrepresentation of women and people of color who pursue degrees in STEM…

US colleges and universities today intensively market themselves in order to compete for prospective students. One of the most widespread marketing tools used to attract students are admissions viewbooks, which are designed to provide potential students with favorable impressions of the many institutions to which they may apply. In this study, we…