Norms, Preferences, Identities and Retention Decisions

Abstract

Social psychologists have differed concerning the modes of thought that presumably generate decisions, and independent traditions of research have appeared concerning the effects of three separate thought modes: norms, preferences and self-referent identity labels. In prior research the authors have shown that these modes have independent effects on decisions and that the relative strengths of modal effects vary depending on the context studied. The study now being reported applies this model to retention decisions by undergraduates at a major university. Findings confirm that each thought mode has effects on retention intentions and reenrollment behaviors, that norms have stronger effects for these decisions, and that the effects generated are substantial and independent of those associated with students' backgrounds, achievements, social influences, campus experiences and grades earned. In addition, findings confirm that the decisions to transfer to another campus or to drop out of higher education are predicted differentially by students' thoughts concerning three distinct retention issues.