For those of you who had any doubts, our friends at Kaplan have just confirmed it: Aspiring law students care more about law school rankings than anything else, including the prospects of getting a job, quality of program, or geography.
1,383 aspiring lawyers who took the October LSAT . . . [were] asked “What is most important to you when picking a law school to apply to?” According to the results, 30% say that a law school’s ranking is the most critical factor, followed by geographic location at 24%; academic programming at 19%; and affordability at 12%. Only 8% of respondents consider a law school’s job placement statistics to be the most important factor. In a related question asking, “How important a factor is a law school’s ranking in determining where you will apply?” 86% say ranking is “very important” or “somewhat important” in their application decision-making.
Mystal at ATL expresses shock–shock!–that potential law students could be so naive. Surely, he fairly observes, they should care most about job prospects.
Yes, that would be true if they were rational. Yet, we all know from the behavioral literature that we apply a heavy discount rate to long-distance prospects. How much can I or should I care today about what may happen 3 (or 4) years from today?
If you think about it from the perspective of any law school applicant today, the one concrete thing they can lock onto that has present value is the school’s ranking: It is simple, quantified, and–perhaps most important–tauntable. No one’s face burns with shame because their enemy (or friend) got into a law school with a better job placement rate. Jealously and envy–the daily diet of anxious first-years–are driven by much simpler signals: Is mine bigger (higher) than yours?
This is not to defend the students who place so much faith in numbers that have repeatedly been shown to be incredibly stupid. It just means that Kaplan’s survey (and I have not seen the instrument or data) makes intuitive sense.
Which leads to me to offer two modest (and probably unoriginal) proposals: