The present investigation describes the manner in which a group of southern black college students structure their value preferences. Based upon prior research, especially among white college students, it was expected that our sampled respondents would embrace values associated with economic and materialistic success. However, results obtained suggest that rather than being preeminently concerned with economic pursuits, religion and family emerged as the joint modal category for the vast majority of both male and female students. Implications of the likely import of these findings are discussed in fight of the historical significance of family and religion for Black America.