Importance ratings of reasons for attending college were obtained from male and female undergraduates. Responses were compared for sex differences and were compared to the responses of subjects in the Constantinople (1967) study. The picture of college students that emerged is very different from those of previous studies. Current females did not emphasize career goals less, nor social goals more, than males. Current males were more interested in social aspects of college than were their male predecessors. Male and female concepts of success seemed to differ. To females challenge and accomplishment were most important; to males, complying with parental pressures and economic success were most important.