Investigating the Undergraduate Student Decision-Making Process of Selecting a Business Specialization: A Comparison of Marketing and Nonmarketing Business Students

Abstract

This study presents a detailed analysis outlining the differences between the decision-making activities of marketing and nonmarketing business students. The results reveal the presence of important decisional differences and similarities with respect to students' information-gathering activities, consideration sets, alternative evaluations, self-perceptions, timing, and stability of the decision.

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