This research looks at higher education choice through the lens of extended self in consumer behavior. An online survey at two US universities, one public and one private, found that extended-self moderated how much fulfillment of self-image needs led students to like a university. Self-esteem needs were a critical part of this process, positively influencing how much students liked a particular university. Results also suggest that the choice of a college/university may very well be similar to the purchase of luxury products, such as choosing a prestigious brand watch, handbag, or automobile. Despite the hopes of faculty and administrators, students may not think of instructional quality first when choosing higher education. These results have implications for colleges and universities, for students making educational choices, and for the general public.