Purpose: Review and evaluate decision making models to establish if they adequately reflect the journey of prospective full-time postgraduate students. Method: Review of literature, followed by primary research. A qualitative approach consisting of 7 focus groups (total of 49 students) and 5 unstructured interviews. Judgemental/purposive sampling method. Findings: Rational and emotional elements found that suggested a limited few have a back and forth approach. Different application patterns were found, but no evidence this changed their decision journey. High usage of and reference to WOM/e-WOM. Implications: Although some non-linear & emotional elements were found, there is insufficient evidence to suggest that a more circular approach is relevant to Higher Education decision making
