Does the AICPA’s video “Takin’ Care of Business” market the accounting profession as dynamic and exciting, thereby countering negative stereotypes students often hold? Do other tools such as articles about accounting careers in the New Accountant magazine have similar effects on students? Should accounting educators devote valuable class time to showing the video or assigning readings?
This study uses a reliable attitude scale to determine whether college students’ positive perceptions of the profession increase after viewing the video and after reading an article with similar content from New Accountant magazine.

This article is from the Accounting Instructors’ Report, an electronic journal that provides teaching tips and insights to those who teach accounting and other business courses.
Sheri Erickson, Minnesota State University Moorhead

Read Student’s Attitude of Accounting as a Profession: Can the Video “Takin’ Care of Business” Make a Difference?.