The influence of organizational image on college selection: what students seek in institutions of higher education

Colleges and universities rely on their image to attract new members. This study focuses on the decision-making process of students preparing to apply to college. High school students were surveyed at college open houses to identify the factors most influential to their college application decision-making. A multi-methods analysis found that institutional characteristics were more influential than interpersonal or informational resources used by students. More specific results revealed that size, housing, and knowing someone who attended a school predicted students' views of the school's atmosphere. Key findings are discussed and recommendations offered to address issues related to organizational image.