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Traditional Machismo values, emphasizing manliness and strength (Perilla, 1999), are central to Latino culture (e.g, Torres et al., 2022). While these values can showcase positivity (e.g., respect) or negativity (e.g., male superiority; Avila, 2014), limited research has examined the differences between generations. Prior studies suggest a shift in the relevance of Machismo amongst first-generation immigrants(e.g., Ceballos, 2013). This study explores generational differences in positive and negative Machismo values among Latino males. It is hypothesized that positive values will be more strongly emphasized and that first-generation males will more strongly endorse positive values. A sample of 37 Latino males (ages 18–39) completed an anonymous survey assessing Machismo values. Results indicated a significant difference in endorsement, with participants identifying more strongly with positive values (M=6.14, SD=0.71) than negative values (M=2.81, SD=1.21), t(46)=16.17, p<0.001, d=2.36. First-generation males reported slightly higher scores on positive Machismo values M=6.37, SD=0.51) than second-generation males (M=5.97, SD=0.79), t(45)=1.99, p=0.05, d = 0.59, moderate effect, the difference was marginal. No significant differences were found for negative Machismo values. These highlight the importance of positive Machismo values and suggest a decline in negative values. While first-generation males showed a slight tendency to endorse positive values more strongly, the difference was insignificant. This provides insight for understanding identity development and promoting positive cultural values within the Latino community.