Rankings have an increasing impact on higher education. Regardless of their true ability to judge a university's success or failure, rankings are used by students, their families, and, increasingly, policy makers to define the quality of institutions. Rankings have gone beyond comparisons among universities within individual countries: Today, they…

Perceptions of Yale and sixteen of its major competitors were obtained from high school students offered admission to Yale and from undergraduate students attending Yale. Ratings of similarity between colleges were obtained in one study, and the semantic differential technique was used in a second study to corroborate the findings. (SW)