Value Perceptions and Retention of Textbooks among Marketing and Other Business Majors

Abstract

Students’ perceived value and retention of textbooks were examined through a survey of 416 upper-division business students across 14 classes covering different business disciplines at a public university in the western part of the United States. Usefulness of textbooks in future jobs and their role in helping understand concepts were significant predictors of overall value. Usefulness of a textbook to improve class performance was not an important predictor of value. Retention of a textbook was significantly associated with perceived value, usefulness in job, past retention behavior, major, and age. Implications for educators of low perceived value and retention rates of text books, especially among marketing majors, are discussed.