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. (Contains 2 tables and 1 figure.)