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Abstract

The consistent rise in tuition continues to prevent underprivileged groups from accessing higher education. Institutional leaders are charged with finding creative ways to cut costs while still maintaining a high quality academic experience. This article presents the argument that consumerism is an unaddressed cause of the high price tag needed to operate America’s institutions and offers a definition of consumerism as it relates to the higher education industry. Statistical data is presented to illustrate the domino effect that happens as a result of the various methods in which institutions cater to the materialistic ways of today’s consumers.