Purpose of the Study: Limited empirical data sheds light on the underlying attributes of study-abroad programs important to marketing undergraduate students from multiple countries. This study examines these attributes along with risk aversion on the outcome of likelihood to study abroad.

Method/Design and Sample: Based on the literature, data from undergraduate marketing majors in the United States and Norway is collected to conduct a reliability and factor analysis of the motivators and deterrents to study abroad for both countries combined and for each country separately. Next a regression analysis is performed on the effect of risk aversion and attributes of study abroad (motivators and deterrents) on the likelihood to study abroad for both countries combined and for each country separately.

Results: After achieving adequate reliability and validity for both countries combined and for each country separately, a regression analysis revealed that risk aversion had a significant negative association with the likelihood of Norwegian marketing students to study in another country. The motivator scale had a significant positive association with the likelihood of both U.S. and Norwegian marketing students to study in another country. Likewise, the relationships/commitments factor had a significant negative association with the likelihood of both U.S. and Norwegian marketing students to study in another country.

Value to Marketing Educators: First of interest to educators is identifying motivators and deterrents to both U.S. and Norwegian students in participating in study-abroad programs. Second of interest to educators is determining if evaluating risk aversion can help marketing educators to target those students who may need more information in order to overcome their concerns about study abroad.