I teach at a public, regional, comprehensive university, just so you know my biases.

When I ask, most of my students tell me that they came to my school because 1) They really liked the beautiful campus when they visited; 2) It has a good regional reputation; 3) People seemed friendly when they came on the tour.

The reputation thing is a bit vague, but okay. The beautiful campus and friendly folks definitely make things more comfortable.

What they don't think about: the difference between a liberal arts, tech, or ag school. Most don't know what the liberal arts are, though that's how we bill ourselves.

Most are worried about how they're going to make a living after college, and trying to figure out just the right major to get into the right career. That's understandable, but research shows that the major isn't as important to future employers as the skills the student develops. (You can find information about the liberal arts and such at the AAC&U website--Association of American Colleges and Universities) Most students change majors several times, and most adults change careers several times, so finding the perfect major to set up a career is less important than developing life/professional skills.

So that's something to look at, maybe?

One other thought: have you ever met a college grad who didn't pretty much think his/her experience was wonderful? I've taught at several very different colleges, and at every one, most students loved the experience they were having. The few who didn't transfered.

I guess I'd second the suggestions for college visits to help make his decision. (I'm also a big fan of public schools for all sorts of reasons.) Wish him luck with his decision!