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Abstract
It has been shown that students view their educational choices in consumerist terms, thus application of consumer information processing theory provides insights into attracting students to new courses. These theories are applied to student course selection in two studies. Study 1 finds motivation, perceived self-efficacy, and course description format influence student effort, understanding, and attitudes towards new courses. Study 2 examines the interplay of these variables with factors identified in prior literature as affecting students’ course choices, including instructor ratings, perceived workload, and ease of grading in the course. Options for marketing educators to attract students to courses are discussed.