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

Author

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  • Shohreh A. Kaynama
  • Louise W. Smith

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.

Suggested Citation

  • Shohreh A. Kaynama & Louise W. Smith, 1996. "Using Consumer Behavior and Decision Models to Aid Students in Choosing a Major," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 7(2), pages 57-73, July.
    • Handle: RePEc:taf:jmkthe:v:7:y:1996:i:2:p:57-73
    DOI: 10.1300/J050v07n02_05
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    Cited by:

    1. Sandra E. Strasser & Ceyhun Ozgur & David L. Schroeder, 2002. "Selecting a Business College Major: An Analysis of Criteria and Choice Using the Analytical Hierarchy Process," American Journal of Business, Emerald Group Publishing, vol. 17(2), pages 47-56.

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