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While college rankings and ratings have gained popularity, many people in higher education have concerned about their unintended consequences, including “management by rankings” and expensive competition among colleges. In particular, ranking systems that do not recognize mission difference may encourage colleges to deviate their management and educational practice from their missions. Yet, a dearth of research empirically investigated this issue. Using the unexpected implementation of the new methodology in the U.S. News and World Report’s rankings, this research examines the causal impact of rankings on institutional expenditure at liberal arts colleges. The results suggested that colleges do not increase all expenditures in response to rankings. Rather, institutions are being strategic in allocating limited resources to maintain or improve their rankings.