Empowering students with choice when it comes to assessment is shown to have a positive impact on student satisfaction and success, with previous studies finding a more flexible approach to assessment can promote engagement and performance. However, very little is known about why students choose certain types of assessment. Building on previous research, this study examines the many factors that influence student choice of assessment in an undergraduate business unit. Leveraging data collected over two semesters, our study found that student choice of assessment was primarily influenced by whether students thought the assessment was interesting, with 46% of overall respondents stating that this strongly influenced their decision. Requirements easy to understand (41%) and Better schedule fit (39%) rounded out the top three reasons for choosing an assessment. In contrast, only 22% of students were strongly influenced by the relevance of the assessment to their current career and 23% to t