We explored the differences between and relationships of gender, class, college generation, and previous counseling experience for cultural orientation, cultural fit, willingness to seek and attitudes towards counseling for 112 Latin@ undergraduates. Ethnic identity played a key role as differences by college generation emerged where first-generation college students reported higher levels of ethnic identity as well as a stronger relationship of ethnic identity and marginality than their continuing-generation counterparts. The current study provided evidence for a new emic-specific scale for Latin@ undergraduates' willingness to seek counseling services. Practice implications for university personnel and student services providers are provided.