Following the Family’s Path: The Influence of Family Background on Undergraduate Choosing Marketing Majors

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ABSTRACT Higher education acquisition is a focal point of research on social stratification transmission. However, little is known about the horizontal dimension of educational stratification in China, specifically the unequal distribution of undergraduate majors among students. This study is based on an online survey conducted under the background of China’s Broad-discipline Enrollment System (BES), utilizing data from 1164 students in business schools. Under the framework of family systems theory and social capital theory, the linear discriminant model (LDM) was used to analyze the influence of family background on the choice of marketing major. The study found that family capital is a significant factor influencing students’ choice of a marketing major. Specifically, the effect of social capital is most pronounced among low-income, self-employed families, whose students exhibit the highest probability of choosing marketing. Cultural capital operates in a nonlinear manner, peaking when parents possess a medium level of education. Economic capital reshapes opportunity constraints, and as income increases, the influence of parents’ occupations and educational attainment systematically weakens.

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