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This study examined White clients' preference for counselor characteristics. A paired comparison format was used to generate participants' preferences. The study also examined the relationship of clients' within group differences (i.e., level of racial consciousness, age, educational level) to their preference for counselors. The study found that when asked to indicate a preference between a counselor of similar ethnicity and one of dissimilar ethnicity, clients indicated a preference for a counselor of similar ethnicity. However, when other counselor attributes were included in the choice, a counselor of similar ethnicity was not the primary preference. The study was able to demonstrate that several preferences (i.e., attitudes/values, more education) were statistically significant when compared to the variable similar ethnicity. The study also found that attitudes about multiculturalism (i.e., gender equity, willingness to work with ethnically diverse groups) influenced preference for counselors' ethnicity and gender. A relationship was found between within group variables (i.e., age, educational level) and preference for counselors. Implications for clinical practice and research are explored. Additionally, recommendations for future research are provided.