.

The study investigated psychological factors influencing adoption of Roll Back Malaria (RBM) among the rural households in Ondo state Nigeria. Multistage and simple random sampling techniques were used to select respondents (household heads). Data from 272 household heads were analysed using descriptive statistics such as frequency counts and percentages. Majority of the respondents (85.7%) were aware of Roll Back Malaria Programme while awareness of specific strategies under the programme varied from low (35.3 % for intermittent preventive treatment) to high (97.1% for Vector control strategies). Inferential tests using Pearson Product Moment Correlation (PPMC) showed that visits by health extension and agricultural extension agents were not significant (r= 0.095 and 0.133 respectively) in influencing acceptance of RBM. The Tobit analysis showed that some psychological variables (perceived convenience, change proneness and knowledge) were significant factors influencing the adoption of RBM whose marginal effects (dy/dx) were 0.0193553, 0.0131631, and 0.0390419 respectively. Regular visits and information dissemination on malaria from both health and agricultural extension agents were recommended. Adequate attention should be given to psychological characteristics of target beneficiaries of any public health programme.