Though the relationship between social structural and psychological change has long been a primary concern for sociologists, few studies have reported explicit associations among the component variables. This study represents an attempt to assess the effect of increasing industrialization and urbanization on personal value orientations, using data gathered from a sample of male respondents in Guatemala City. The results show (1) that “traditionalism” has declined slightly more rapidly than would be anticipated from a knowledge of recent modernization trends in Guatemala, and (2) that variations in the degree of “traditionalism” are related to age, level of education, and occupational status.