An Examination of Factors Influencing Students Selection of Business Majors Using TRA Framework

Making decisions regarding the selection of a business major is both very important and challenging for students. An understanding of this decision‐making process can be valuable for students, parents, and university programs. The current study applies the Theory of Reasoned Action (TRA) consumer decision‐making model to examine factors that influence college students’ intentions to choose a business major. A total of 670 undergraduate students enrolled at a large midwestern university participated in the study. Social image, job availability, and aptitude were found to be significant factors that impact students’ decisions to select a business major. The results also reveal that family, high‐school counselors, and professors have a major influence on students’ decisions. Furthermore, some unique differences were found related to gender and decided/undecided status of students. The implications of these results for promoting different majors and future research are discussed.