We examine the degree to which measures of student tastes and motivations are associated with the outcomes of three important higher education decisions and subsequent annual earnings. Within a sample of nearly 9000 students from the Baccalaureate and Beyond, we find that these measures are correlated with college type, college major, and highest postgraduate degree earned in generally predictable ways. For instance, students claiming it important to be well-off financially are significantly more likely to attend top public universities and major in Business or Engineering while students claiming it important to live near family are significantly less likely to attend top quality private institutions and significantly more likely to major in education. (Contains 6 tables.)