Emphasizing the student as consumer, this study investigates a causal model of student attitudes and choice of a major in business administration. The impact of aca demic, vocational, and social influence factors on both attitude and choice were studied. Separate causal models are examined for the four majors of marketing, man agement, finance, and accounting. Although there were many differences between majors, the academic factors appear to have the greatest effect on attitude and choice.
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