Abstract
The first chapter presents basic theories and concepts of higher education (HE) consumer choice behaviour, elaborates on the context of consumer behaviour and choice in higher education, and discusses the rational underpinning research on higher education choice. The section on the context of higher education covers concepts such as choice, globalisation, internationalisation, student mobility, and supply and demand (first section). The rationale for research on HE consumer choice is analysed in the second section, and the theoretical and practical justification for understanding the relationships between a wide variety of variables associated with students’ choice and decision-making are highlighted.
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