To evaluate the significance of matching Hispanic "consumers" to Hispanic "experts," a series of three studies investigated counselor preferences among lower division Hispanic and Anglo students, students' preference for counselors' directive, non-directive, or neutral communication styles, and patterns in students' self-disclosure according to counselor's sex and ethnicity. In Study 1, 141 Hispanic and 242 Anglo students were asked to read a portfolio about a counselor. All portfolios were identical except for the counselor's name, sex, and ethnicity. Portfolios were administered three times, with more information provided about the counselor each time. In Study 2, 4 doctoral students (male and female Hispanic, male and female Anglo) administered Jourard's (1971) Self-Disclosure Questionnaire in directive, non-directive, and neutral verbal styles to 811 college sophomores. In Study 3, 4 doctoral students used a neutral stance to administer Jourard's Questionnaire to 155 Anglo and 119 Hispanic undergraduate students. Results of Study 1 suggested that Anglo and Hispanic students might feel equally comfortable with Anglo or Hispanic counselors. However, results of Study 3 indicated that specific self-report, self-disclosure patterns varied with the counselor's sex and ethnicity. Study 2 indicated that Anglo males and females and Hispanic females all preferred directive communication about some topics, depending upon the counselor's sex and ethnicity. (CM)