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This article is part of the results' socialization of the research project University experience and curricular activities: motivations of the undergraduate student of the UPB Medellin to participate in co-curricular activities, which objective is to know the true motivations of undergraduate students facing consumption of university experience, such as learning, socialization and enjoyment, which reveal the true hidden insight in the consumer's mind: to know the world as much as themselves. The research is exploratory with mixed methodology and was applied through measurement tools as Likert and attitudinal batteries to document consumer perceptions, these were analyzed through the Shalom Schwartz motivational model, which allows to establish value structures and relationships among the behaviors of individuals, defining 4 types of values constituted by 10 basic values that, at the same time, are divided into 57 universal values, which vary in importance and serve as principles in the life of a person or a social entity. From this model are framed the findings of research in the typologies of openness to change and self-transcendence, which group the integral formation of the individual who seeks fullness and offers a vision of responsible consumption, refuting the definitions of homo consumans. The relations established by this motivational model will allow, in the future, that the results of this study can be implemented in other Higher Education Institutions in order to establish effective strategies for integrated marketing communications, as well as to glimpse the relevance or continuity of a co-curricular offer that responds to the interests of the students. [ABSTRACT FROM AUTHOR]