Early research on the nature of university choice is found wanting in terms of depth of analysis and in application to the Australia situation. An application of Fishbien’s Extended Multi-Attribute model supported the notion that students’ expctations of enrolment in a university were more highly correlated with attitudes towards enrolment than attitudes towards the institution itself. Subjective Norms, the perceived views of significant others, were found to have a marginal influence. The relationship was mediated by situational constraints: Expected Tertiary Entrance score and the amount of Information students felt they had about an institution. Demographic variables were found not to have a significant effect on expectations of enrolment in any particular university. Details of the survey and data analysis procedures are discussed and suggestions are made for further research.
|Number of pages||22|
|Journal||Journal of Marketing for Higher Education|
|Publication status||Published - 20 May 1994|