This study examines college students' beliefs about health, prescriptions, doctors, and the influence those beliefs have on adherence to prescribed medication regimens. After a brief review of attitudinal factors that influence adherence to prescription medicine directions, the authors discuss measurement issues and explain the reasons for their approach to studying adherence issues. The results of the exploratory study indicate that college students' adherence to a prescribed medication regimen is more strongly associated with beliefs about health, prescription drugs, and a self-cure orientation than students' satisfaction with their physicians. In the sample of students, forgetfulness appears to be the dominant reason for nonadherence. One implication from these results is that adherence issues may be more appropriately addressed in campus promotions than in the medical clinic. The authors also offer suggestions for further research. (Contains 1 note.)