The purpose of this study was to examine the conceptualization and function of college images as a factor in college choice. Specifically, the study focused on the images held of three University of California campuses by entering freshmen and examined: (1) the accuracy of the images held by freshmen prior to their actual enrollment at their respective campuses; (2) how entering freshmen obtained their information and impressions of the U.C. campus to which they applied; and (3) the importance of image in the choice of the particular campus. In addition, a comparison was made of the images held of the three campuses by the entering freshmen and samples of sophomores. The campuses selected were at Berkeley, Davis, and Santa Cruz. Nine hundred and fourteen students comprising a random sample of the sophomores and high school students about to enter one of the three campuses were sent the questionnaires, with 96 percent completing them. The findings of the study indicated marked differences among the images held of the three campuses by their respective student groups. (AF)