Using Consumer Behavior and Decision Models to Aid Students in Choosing a Major

Shohreh A. Kaynama and Louise W. Smith

Journal of Marketing for Higher Education, 1996, vol. 7, issue 2, 57-73

Abstract: In these tight economic times, the selection of a college major is viewed with more intensity than ever and college faculty are working harder because of the effects of tight institutional budgets. However, the institution's goal remains the same; to have satisfied customers. This study finds that using consumer behavior and decision models to guide students to a major can be useful and enjoyable for students. With students' considering many of the basic parameters through multiattribute and decision analysis models, time with professors, who were found to be the most influential group, can be used for more individual and special-situation discussion.

Date: 1996
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DOI: 10.1300/J050v07n02_05

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