This research attempts to characterize participants and nonparticipants in a cardiovascular risk screening and education program in terms of their beliefs about personal susceptibility to heart disease, integration into the community, and general pattern of health-promoting behaviors. Telephone surveys were conducted with 76 participants in the risk factor screening. Participation was strongly related to several health-promoting behaviors (dental checkups and seat belt use) and several measures of integration into the community. Health beliefs (in personal threat, susceptibility to disease, and the efficacy of preventive action) were not related to participation. Future research in the area of program participation may need to move beyond the model of disease-specific health beliefs to the realms of social pressures to participate and general health values.