Choosing a college major represents a major life decision--a decision that research has shown to be the most frequently identified life regret for Americans. The focus of this study is to identify the foundations of the psychological process by which undergraduate students select their academic majors. A means-end analysis was first employed to identify the factors that students consider integral to the process of selecting a major. This qualitative study was followed by a large-sample survey of undergraduate students and used conjoint analysis to better understand how "important" the identified factors are to students as part of this decision-making process. Finally, feedback from practitioners was sought and used to create a list of recommendations for recruiting and advising today's college students. (Contains 2 tables.)