In Study 1 the authors examined the reactions of 159 feminist and nonfeminist college women to videotaped versions of nonsexist‐humanistic, liberal feminist, and radical feminist approaches to counseling. College women rated all counselors similarly on the dimensions of attractiveness, expertness, and trustworthiness and on other measures of counselor preference. Feminist counselors, however, were rated as more likely than were nonsexist counselors to pursue various feminist goals. In Study 2 the authors used the same methods to examine the reactions of 123 men to nonsexist, liberal, and radical feminist counselors. In general, men's responses were similar to those of women.