Abstract: The authors used a case-study methodology to explore the perceptions of 30 9th-grade biology students relative to black-tailed prairie dogs. The case study, which involved classroom- and field-based experiences that focused on black-tailed prairie dogs, revealed 3 major themes: apathy, egocentrism, and naive conceptions. The authors had hoped that these experiences would promote a change in attitude and understanding among the participants relative to black-tailed prairie dogs. Given the findings of this study and the current literature, the authors provide suggestions for educators attempting to promote change in attitude toward target species of wildlife.