This article studies parental decision making in a unique school choice program—a universal voucher system in a middle- and upper-income suburban/rural school district. A survey of parents found that applicants and nonapplicants looked similar across many personal characteristics. Choice applicants appeared to be more involved in some ways and were significantly less satisfied with their district schools. Satisfaction also represented a significant predictor of applying for a scholarship and remained so after controlling for participant background variables, several of which were significant predictors themselves. Parents cited educational quality as the most important reason for applying for the program. They were not, however, concerned with school safety or supporting religious values.
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