Christine – This is an oddity in SharePoint since it shows up as a link, even if you don't select the option with "(linked to item)" beside it.
The easiest way I have found to handle this is to create a new column in your list with a similar name. If the one you are using now is called "Bicycle Type", then make the title of the new column to be "Bicycle Type No Link" and select the most appropriate data type. Then write a SharePoint Designer workflow that runs whenever a new item is created or when something changes. In the workflow, use the "Set Field in Current Item" activity to set your new field equal to original field. Your workflow will keep the two columns synchronized. Then you can use this new column in your views instead of the original column and it won't have the hyperlink on the column.
There is one more thing you will need to do. You only want your workflow to update the new column, so you'll want to hide it from the dynamic forms that SharePoint creates when people enter or edit list items. To do this, go the List Settings > Advanced Settings, and select the option to allow management of Content Types. Then in the Content Type section of the List Settings page, click on the Content Type for the list, click on your "Bicycle Type No Link" field name, and select the option to make it "Hidden". You workflow will still be able to maintain and update the field, and it will be available to your views, but users won't be able to edit the field.
One other caveat with this is that users will be able to edit the field in Data Sheet View even though you've hidden it. So make sure that your users can't do that.
