This study focuses on the personal and consumer values of Taiwanese students. Particular focus is placed on determining whether the materialism scales of Ronald Inglehart (1997), Richard Belk (1985), and Marsha Richins and Scott Dawson (1992) can be used interchangeably to measure materialism or whether they measure slightly different dimensions of respondents¡¦ personal values. The World Values Survey was used to allow the current sample to be compared to international results, as well as to past surveys of Taiwanese. Correlation analysis was utilized to determine the strength of relationships between the three materialism scales. The analysis phase showed that materialism as defined by Belk (1985) and Richins and Dawson (1992) were more strongly related to each other than to the materialism scale created by Inglehart. This study also finds that while the population of Taiwan is very similar to that of China based on the findings of the World Values Survey, the current sample of students is actually dissimilar to the general population of Taiwan. The current sample implies a mixture of materialist and postmaterialist values that more closely resembles the populations of Japan or the United States than the general population of Taiwan. These findings are consistent with literature suggesting that younger, more affluent sectors of a population will show stronger postmaterialist values than older, less affluent groups.