ABSTRACT
Students and their support groups are key players in transforming the behavior of universities. To do so, they must change their attitude toward universities from benevolent knowledge dispensers to providers of important services. Parents, other family members, and friends should understand how much universities cost and begin saving when the potential student is very young. With the rising costs of higher education and the cavalier attitude toward debt, it has become an important and accepted way to attain university degrees. Changing attitudes and expectations offers a way for students and their supporters to change the services they seek from universities so costs decline yet quality is maintained or even enhanced. It suggests that students come to the university with better preparation, and it encourages students to seek higher performance standards so they are better prepared.
