Relevant Others: Identifying the Reference Groups of International Students in the USA

ABSTRACT While studies on reference group influence in commercial consumption settings have been done extensively, the same cannot be said in international education setting. The aim of this study was to identify the reference groups of international students who influence their intention to study abroad. Interviews with international students who were studying in a US higher education institution were conducted. Since graduate students are more likely to have exposure with more reference groups in their decision-making process, this study focused on Master and PhD students. Surprisingly, the students reported that their own opinion and motivation were more influential in their intention to study abroad than the reference groups.’ Besides the self, major reference groups include parents, friends, or relatives who have been abroad and professors. Finally, a number of suggestions for international education marketers were proposed.