The Higher Education Academy & NUS : Behavioural Approaches to Understanding Student Choice
We conducted a systematic review of evidence from the emerging field of behavioural economics. Our report was one of the first to apply these insights to the area of student choice and decision-making in Higher Education. The aim was to better understand how the ‘framing’ of key choices and the irrationality of human behaviour affects judgements and decision-making when deciding what to study and where. For example, the decision where to study is shaped as much by subjective impressions of a university campus as it is by objective calculations of costs and benefits of the course on offer. The report showed how understanding the limits of information-processing and the quirks of human behaviour can be beneficial not only for policy-makers and HE providers, but also decision-makers themselves.