This study examined how college students' attitudes toward women's roles change during college in order to clarify how colleges and universities may implement policies and programs to facilitate "positive" gender role attitude changes. The study employed a longitudinal design and data were drawn from the Cooperative Institutional Research Program surveys, a national survey of over 17,000 college freshmen in 1985 who were followed up in 1989. Data were analyzed through the use of cross-tabulations and stepwise multiple regression analyses. Although few students began their studies endorsing a traditional view of women's roles, those who did became increasingly egalitarian during their undergraduate years. Women were more likely than men to have egalitarian attitudes, both as freshmen and 4 years later. After controlling for students' background characteristics, the structural characteristics of institutions had little effect on students' attitudes. Rather it was involvement with others, particularly the faculty, and participation in certain majors and activities which had an impact on students' attitudes. Results also indicate that much of what influences students' attitudes toward women's roles takes place not only outside the college classroom but also outside the college environment. (Contains 29 references.) (Author/JB)