Thinking, Choosing, Enrolling: Behavioural Drivers of University Choice in Malaysia
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Universiti Malaysia Sarawak (UNIMAS)
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This study explores the behavioural economics of college choice, focusing on the factors influencing students’ decision-making processes. By integrating Rational Choice Theory and the Theory of Planned Behaviour, the research examines the role of cognitive biases, financial constraints, and social pressures in shaping university selection. The study employs a mixed-method approach, including surveys and interviews, to analyze students' perceptions and choices. Findings highlight the significant impact of financial affordability, parental influence, and cognitive biases such as anchoring and availability heuristics. The results provide insights into improving higher education policies to enhance student decision-making.