“…The finding that the visually imprinted maternal preference is so readily redirected by social rearing is in contrast with conventional interpretations of maternal imprinting, which hold that imprinted preferences are very strong and resistant to change, even if not totally irreversible (Lorenz, 1937;Hess, 1959;Schein, 1963). While the present results are certainly not the first to demonstration the redirection of object attachment or preference (see Salzen & Meyer, 1968;Zajonc, Reimer & Hausser, 1973;Einsiedel, 1975 for examples of reversibility for nonnatural objects in domestic chicks), the redirection of visual preferences for natural models by young ducklings shown here strongly suggests that the strength or permanence of maternal attachments reported in the vast imprinting literature is, at least in part, an artifact produced by the isolation rearing conditions typically employed in studies of imprinting. Under the nonisolated social rearing circumstances which occur in nature, active maternal involvement would appear to be important not only to the establishment but also to the maintenance of the social attraction to the mother shown by young ducklings.…”