The purpose in this study was to analyze the factors influencing wheat farmers’ attitude toward on-farm demonstration. The target population in the study was the wheat farmers in the township of Isfahan, Iran. Wheat farmers were selected by using stratified randomization method 394. The methodological approach in this study was twofold: descriptive-correlational and causal-comparative. Validity of the instrument was established using a panel of experts consisting of senior faculty members in agriculture extension and education at Tarbiat Modarres University. Further, the questionnaire was validated by agricultural extension specialists and experts, Isfahan Province. A reliability analysis was conducted, Cronbach alpha value being reported to be 87 percent. Results obtained from pearson’s correlation indicate that there is no significant relation between either the personal or social variables and the wheat farmers’ attitude toward on-farm demonstration. Among the averages of the variables of age, education level, distance from farm to the agricultural service center, wheat farming antecedence, size of wheat cultivated landholding, wheat returns per hectare, mechanization level, methods of wheat cultivation employed, type of seed used, wheat farmers’ overall attitude toward on-farm demonstration, social status, familiarity with media, social participation, use of communication channels, wheat farmers’ technical knowledge and their adoption of new technologies, significant differences are exposed when the two groups of wheat farmers, (those who visited on-farm demonstration farming and those who did not), are compared together.
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