The fundamental importance of motives, values and goals to academic behaviour has been noted by many social theorists. This paper reports the results of a survey investigation on the relationship of gender, professional career aspirations and the combined influence of materialism, religiosity, and achievement goals on students' willingness to cheat and their self-reported cheating behaviour. Participants were high school students (grades nine through twelve) from central Thailand (N = 2123, males = 43.6% and females = 56.4%). Results of path analysis showed that materialism and performance avoidance goals associated positively with student willingness to cheat and self-reported frequency of cheating behaviour in math classrooms. Cluster analysis found that materialism and performance goal orientations differentiated all of the participants into one of two clusters: A ''high willingness to cheat'' cluster, comprised of a high proportion of males and students aspiring to business, accountancy, and related professions and a ''low willingness to cheat'' cluster, comprised of a high proportion of females and students aspiring to teaching, medicine, and related professions. Results have been discussed with respect to identity and gender role socialization theories. (Contains 1 figure and 6 tables.)