Parents evaluate the reputations of the schools when making judgements about their desirability. They try to approximate the quality of schools and the social environment and contrast those with their hopes and fears concerning their child's education. We aim to clarify how the reputations of schools are constructed in Finland and Chile and what sorts of reputational categories, hierarchies and preferences of schools and classes families form when making a choice. Bernstein's instrumental and expressive orders are applied as tools to analyse these reputations from qualitative interview data. The amount and type of expressive order turned out to be the crucial factor when comparing schools' reputations and in the making of choices. While in Chile the expressive-social order in terms of contributing to habitus was seen as the most important factor in constructing school reputations and shaping preferences, in Finland the expressive-personal order in the form of school contentment was highlighted.