From analysing qualitative questionnaires, a group interview, and instructor interviews, this study explores the impact of viewing expert demonstration videotapes on students' learning processes, their identification as counsellors, and understanding of the counselling profession. Commonly, students selectively choose what they see and how they see it. They describe a process of "shopping" and "buying into" specific theoretical, practical, and professional perspectives. Additionally, students give suggestions for the most helpful use of expert demonstration videos in counsellor education. The paper concludes with key questions for further study. (Contains 1 table and 1 note.)