Experiments in the field of technological change and rural community development in many underdeveloped areas of the world have brought into sharp focus the importance of cultural factors in the acceptance or rejection of the programs of directed change sponsored by external agencies. There has been a growing realization among rural extension experts and technical assistance workers that even some of the less involved technological or economic innovations have latent cultural and social dimensions that need careful consideration if the success of these programs is to be assured. Detailed case studies of specific action programs have revealed that the secondary and tertiary ramifications of given innovations are of critical significance in determining their ultimate acceptability. With this understanding planners and their staff members no longer approach an underdeveloped community with the naive assumption that it will enthusiastically adopt superior tools and techniques when they are placed within its reach; instead, considerable emphasis is now laid on adapting modern techniques to the culture and values of the community in which the program has to operate.