Abstract There is widespread concern that academic programs are not attracting and retaining high-aptitude students in sufficient quantity to meet the needs of the accounting profession. The purpose of this study is to provide educators some preliminary market-research data to address these concerns. Specifically, this longitudinal study examines the extent to which these problems exist at the sophomore level, the impact the accounting curriculum has on these problems, and the factors that motivate these students to select a major. The results indicate that the accounting major initially attracts high-aptitude students, but loses more of these students than it gains as students progress toward a degree. Good job opportunities, high earnings potential, and genuine interest in the field are important major selection factors for all students. However, genuine interest in the field is a significantly more important determinant for nonaccounting high-aptitude students. These findings suggest that educators must emphasize the psychologically rewarding nature of accounting careers, if accounting programs are to graduate additional high-aptitude students.
Adams et al. (1994) studied this question.