Most theories and sex offender treatment focus on Anglo-American populations, so it is essential for providers of sex offender treatment to acquire cross-cultural competence. Being macho is at the core of Hispanic male self-concept. However, macho and machismo are mistakenly regarded as synonymous and negative concepts in the United States. A therapist's lack of understanding can result not only in cultural insensitivity but also in the stripping away of an offender's needed and positive elements of identity and self-esteem. Data from 66 white, 21 black, 51 Mexican American, and 42 Hispanic sex offenders provided information on family values and attitudes toward women. All groups had a strong association between adherence to more traditional values and machista attitudes. However, these two factors and attitudes regarding egalitarianism were associated in Anglo-American but not Hispanic populations. This difference appears to be related to the distinction between macho and machismo/machista attitudes that is made in Hispanic cultures. This distinction has implications for treatment of Hispanic sex offenders. Through cognitive distortions, these offenders regard themselves as macho when they are actually demonstrating machismo. Treatment must confront this distortion and should encourage and promote macho attitudes while confronting and clarifying machismo and machista attitudes that rest on false senses of manhood, arrogance, and irresponsible and abusive behaviors. Tables and 17 references