The objective of this study was to test the efficacy of alternative career counseling marketing materials on men's interest in and attitudes toward career counseling, as well as to assess the career planning needs of men with varying levels of gender role conflict. Male undergraduate students (N=123) participated in the study that assessed the impact of two career counseling brochures on their attitudes toward career counseling and their interest in utilizing career counseling services. A second focus involved developing a specific brochure that was intended to appeal to men with high levels of gender role conflict. The men who participated in the study evidenced an increase in the value of such counseling and a decrease in the stigma attached to career counseling. Gender role conflicted men evidenced a high need for self clarity, occupational information, and assistance with indecisiveness. No differences emerged in regard to the differential utility of a gender specific versus a gender neutral brochure. The results are discussed in the context of the literature on male ideology, gender role conflict, and the importance of men's career choice and related success. (Contains 35 references.) (JDM)