This study investigated the memorable messages that undergraduates recalled about how long it should take to graduate. Eleven focus groups were conducted with undergraduates at the University of Kansas. Parents were found to be the most common source of memorable messages. Memorable messages fell into two categories: 1) "Do it in four years" and, 2) "Take your time." "Do it in four" messages motivated students to work harder to graduate on time. "Take your time" messages reduced stress about academic progress. Messages regarding KU's Four-Year Tution Compact motivated students to graduate before their 4-year, fixed tuition rose. An urban legend about walking through the university's campanile prior to graduation supported memorable message reflected in the literature.
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