Image Congruence and the Treatment of Difference Scores in Organizational Choice Research

This study examined how the perceived congruence between self-and organizational images affects one's choice of a graduate school of business. Applicants with a positive self-image (N = 64) select schools most like their self-image, whereas applicants with a negative self-image (N = 18) select schools least like their self-image. The retention of directionality in difference scores is shown to be a useful data analysis technique when testing congruence hypotheses.