An empirical study was conducted to gain understanding about reasons for lecture attendance among undergraduate students. Students were found to be heterogeneous regarding their reported lecture attendance motivations, with two segments representing prototypical extremes. The student group labelled “idealists” reported genuinely enjoying lectures and consisted of more mature aged students with working experience. Students labelled “pragmatics” were most highly represented in the Commerce Faculty, were among the younger students, reported attending lectures to get the information they need to succeed in the subject and demonstrated the lowest lecture attendance while achieving the highest grade point average. Generally, as opposed to the findings of previous studies into reasons for lecture attendance in the Seventies, a shift towards pragmatism among students seems to have occurred and now might be defining the reality of the tertiary education environment in marketing.