Uptake of the HPV vaccine has been a major health issue since its release. This study follows up on current work that suggests that higher knowledge and awareness of HPV lead to greater vaccination coverage. Emory undergraduate students participated in an online survey and follow-up interviews to gauge their perceptions of the vaccine and their views on sexual activity on college campuses under the influence of the "hook-up" culture. The aim of the study was to gauge whether knowledge or culture held more weight in determining students'' intentions to be vaccinated and their sexual decision-making processes. The results suggest that knowledge does not play a significant role; rather, perceptions of the vaccine and a student''s own sexual activity level were more accurate predictors. Among Emory''s student population, knowledge on safe sex competes with cultural ideals that encourage or reward increased sexual behavior among students. This underscores the importance of the vaccine, and marketing officials, public health practitioners, and health educators alike need to work around students'' perceptions of the vaccine and the high cost to ensure maximum coverage.