Contents: Foreword. Preface. 1. Sociology and Rural Sociology. 2. Society. 3. Social Groups. 4. Culture. 5. Structure of Rural Society. 6. Social Stratification. 7. Social Value.8. Migration. 9. Social Control. 10. Social Change. 11. Leader and Leadership. 12. Education – Psychology – Educational Psychology – Social Psychology. 13. Basic Principles of Human Behaviour – Sensation, Attention, Perception. 14. Intelligence – Personality. 15. Teaching–Learning Process. 16. Motivation. 17. Attitude. 18. Data Collection and Methods. 19. Training of Leaders. Index. Extension worker is the key person in transfer of technology to social system. The social system is complex in nature. The farmers are differing in their sociological and cultural aspects namely settlement pattern, class, customs, conventions, rituals, norms, values, mores, taboos etc. The social settings and farmers sociological aspects are differ from village to village and region to region. Farmers are having different opinion, attitude and perception towards the technology and technology transfer system based on their past experience. Studying the farmer’s sociological and psychological characteristics is very much needed in technology transfer process. Technology transfer programme / plan should be based on the sociological and psychological aspects of farmers. This book deals with the basic sociological and psychological aspects of rural people and will be useful for undergraduate students of agriculture and allied subjects.