How do bachelor students choose their university? That is the main question Katrin Obermeit is interested in. She wants to explore the decision-making process of first year students to get a better understanding of how and when these decide where to study. She is interested in how prospective students search for universities, which information sources they use and how they evaluate their alternatives. Her focus is on the impact of emotions and (unconscious) motives on the university choice. For this purpose, she conducts in-depth interviews with freshmen using the Zaltman Metaphor Elicitation Technique. By gaining a deeper understanding of the decision-making processes of students, she wants to generate implications on how universities can optimize their recruitment activities.