We investigate the factors influencing the intended college major choices of high school students in Italy, ranking the relative importance of expected earnings, perceived ability, and major-specific tastes, that we measure directly using a Coller and Williams game. We find that major-specific tastes and self-assessed ability are significantly more influential in shaping academic intentions than mean expected earnings at age 30. We estimate that a one standard deviation change in the taste for (resp. perceived ability in) a given major increases the odds of choosing that major (relative to Humanities, our benchmark scenario) by 136.4% (resp. 114.1%), far outweighing the 39.3% increase associated with a one standard deviation change in mean expected earnings.