Applications have increased for several reasons. First is that the common app has made it easier to apply to multiple schools. Second is advertising. Top schools tend to send marketing material to everyone who indicates they would like material on the standardized tests. I have talked with a number of people that really didn’t consider certain selective universities until they received the marketing materials. While most realize it’s just marketing it has a psychological affect and entices them to apply. More recently the test optional decisions have removed a barrier which I believe in the past would have led to a certain amount of self selecting. Without the standardized test many feel their application may look stronger than it would have with the standardized test. Finally, and this is specific to this year, is a possible back log of applicants who chose not to apply last year due to covid. These are just speculations on my part.
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