THE OBJECTIVE WAS TO DETERMINE IF AUDIOVISUAL MATERIALS PRODUCED WITH A KNOWLEDGE OF LEARNER'S MOTIVES (MOTIVATION RESEARCH) WERE MORE EFFECTIVE IN CHANGING ATTITUDES AMONG THOSE FOR WHOM THE MATERIALS ARE INTENDED THAN AMONG INDIVIDUALS IN GENERAL. RESPONSES OF 1,052 HIGH SCHOOL STUDENTS WERE ANALYZED (ANALYSIS OF VARIANCE MULTIPLE CLASSIFICATION) AND GROUPED (Q TECHNIQUE) WITH ACADEMIC ABILITY AND PLANS FOR POST-HIGH SCHOOL EDUCATION SERVING AS CRITERIA FOR CLASSIFICATION. TWO EXPERIMENTAL MOTION PICTURES WERE PRODUCED. TWO EQUIVALENT FORMS OF LIKERT-TYPE ATTITUDE INVENTORY WERE DEVELOPED AND VALIDATED. AN EIGHT-GROUP EXPERIMENTAL DESIGN WAS EMPLOYED IN ASSESSING THE FILMS. INDIVIDUALS WERE TESTED (3,431) FOR CONGRUENT AND INCONGRUENT MOTIVATIONAL PATTERNS WITH THE FILMS RANDOMLY ASSIGNED TO "BEFORE-AFTER" AND "AFTER" ONLY EXPERIMENTAL AND CONTROL GROUPS. SCORES ON CRITERION INSTRUMENTS WERE CLASSIFIED BY MOTIVATIONAL PATTERN, SEX, AND TEST FORM. DATA WERE TREATED BY ANALYSIS OF VARIANCE MULTIPLE CLASSIFICATION TECHNIQUES. IT WAS CONCLUDED THAT TECHNIQUES EMPLOYED BY BEHAVIORAL SCIENTISTS CAN MAKE SIGNIFICANT CONTRIBUTION TO THE DEVELOPMENT OF MORE EFFECTIVE INSTRUCTIONAL MATERIALS AT TWO POINTS - FIRST, IN THE ANALYSIS OF CHARACTERISTICS OF LEARNER TO ASSIST IN STRUCTURING THE CONTENT OF MATERIALS, AND SECOND, IN EMPIRICALLY TESTING MATERIALS TO DETERMINE THEIR PSYCHOLOGICAL VALIDITY. (HB)