This study was undertaken to investigate the influence of a military counselor s attire on potential clients expressed perceptions of and preferences for a counselor. Ninety volunteer participants were selected from a large southwestern Air Force base. Participants ranged in age from 18 to 46 years, with 68 male and 22 female volunteers. Rank was divided into 69 enlisted personnel (56 males and 13 females) and 21 officers (12 males and 9 females). Three videotapes were made depicting a counselor in three attire conditions: civilian; military officer; and military enlisted. A pilot study was completed which validated the research assumption that the videotapes differed only in the counselor's attire conditions. Participants were randomly assigned to three treatment groups. After each group was shown a videotape portraying the counselor in one of the three attire conditions, the participants were administered the Counselor Rating Form and the Referral Questionaire. The Counselor Rating Form is composed of three scales which assess perceptions of a counselors' trustworthiness, attractiveness, and expertness. The Referral Questionaire assesses subjects preferences to see a specific counselor in the event counseling is desired. Two main hypotheses, each having three subhypotheses, were developed for the study. The first hypothesis compared participants reactions to a counselor in civilian and military attire conditions. The second hypothesis compared participants' reactions to a counselor in two military attire conditions representing officer and enlisted ranks. Data was analyzed by analysis of variance procedures, with Scheffe' methods used, when appropriate, for multiple comparisons of mean scores.