How Many Choices Are Good? Measurement of the Effects of Course Choice on Perceptions of a Marketing Option

Abstract

This study examines the effects of amount of choice given students in selecting courses to complete a marketing minor, referred to as a marketing option. It examines how differing levels of choice can affect perceptions of, and feelings about, a marketing option. The course choice process is also explored. The impact of choice on students’ desire for the option depended on the level of interest in the courses available. Perceived value of the marketing option to employers and for student's future careers was greatest when there was some choice, but not too much. Tests for emotional reactions supported the findings in that they also indicated that choice can be associated with diminishing returns, especially when the choices are not particularly interesting. The results of this study suggest that students do want choice, but within limits, and they do appear to place value on guidance and direction.