All college students must eventually choose and complete a major. Many switch majors, and some change it multiple times. Despite extensive literature addressing factors that influence students' initial choice of major, few scholars have examined students' experiences after enrollment in a selected major. In this study, we used a grounded theory study to investigate the experiences of 10 college students in their major with an emphasis on factors that influenced their (dis)satisfaction. An emergent theory explains the development of (dis)satisfaction with choice of college major by highlighting factors related to self and career awareness as well as personal reflection. Implications for college academic advisors are shared.