Abstract
Morrison's (2004) research showed that students select universities on the basis of prestige and image. The idea of selection based on image is also supported by Ivy (2001) as he reported that an institution's quality of instruction is less important than its prestige. This research methodology consisted of a 20 question Likert scale survey administered via the Internet. The target population for this research consisted of 120 community college students who were at the transfer portion of their academic career. The survey was administered for a period of one month to the transfer students. The researcher found through the conduction of this research that a university's image is extremely important. The overarching theme of an image construct in specific relation to education is ultimately to create an environment that serves the student. This environment is best represented and satisfied by identifying the tangible and relative factors held in the eye of the pupil. Once this is accomplished, the student will then self-select an institution that is representative of them.