For-profit colleges aren't the first, or even the biggest, education lobbyists. They simply learned from the best: America's beloved public and nonprofit universities.

Six in ten families rule out some colleges because of sticker price, yet many do not know that the “net price” is typically far lower. Proactively teaching parents—especially those with lower incomes—to think in terms of net price is critical.

Leading higher education researchers and practitioners will present their findings explore the findings’ implications for designing and implementing effective accountability systems for higher education.