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This study compares the buying patterns of American and Korean female college students in relation to their self-concept. It was implemented through self-administered questionnaires which were back translated for validity. Respondents comprised 730 female students majoring in fields related to clothing and textiles: 307 U.S. students were located in the Northeast, West, and Southwest, and 423 Korean students were at four universities in Seoul. Likert scales were used for most measures, with 1 = never or very unimportant, and 5 = always or very important. Personal self-concept was measured on the basis of Won-Shik Jung's Standardized Self-concept the Test and Tennessee Self Concept Scale. Data were analyzed by descriptive statistics and t-tests. Some clear differences between the two countries emerged. Marketers targeting American consumers should pay more attention to practicality and service, and for Koreans, more symbolic meaning of products and store displays, since these are important to them. Self-concept was somewhat related to purchasing behavior, but more study should be done before applying findings to marketing concepts.