Applying the Stimulus-Organism-Response framework (S-O-R) and the Theory of Planned Behavior (TPB) to Moroccan Students' Grandes Écoles Choice: A Theoretical Framework

This article suggests a theoretical framework combining the Theory of Planned Behavior (TPB) with the Stimulus-Organism-Response framework (S-O-R) to explore the decision-making process of students deciding to pursue education at regulated access Higher Education Institution (HEI), specifically, the Grandes Ecoles. Our aim is to build a thorough conceptual model including the social external and individual cognitive elements influencing the choice of a HEI by aggregating these two well-known theories.