Results of formal diabetes education are still considered unsatisfactory but could be improved by being more patient centred. The purpose of this study was to investigate attitudes of people with diabetes toward their disease and its treatment from their point of view and the research question answered was, 'What are the feelings and beliefs of people with NIDDM about diabetes and its treatment?' Data were collected through in-depth interviews using the general interview guide approach. Seven interviews with adult type II diabetes from rural Illinois were tape recorded and transcribed. The naturalistic content analysis revealed four categories: physician's reaction at diagnosis; perceived seriousness of diabetes; physician-patient relationship; and self-care. A finding that was not described in any literature reviewed by the researcher was that the reaction and attitude physicians displayed toward patients at the point of diagnosis were crucial in influencing attitudes toward perceived seriousness of the disease and consequently compliance. Newly diagnosed patients showed strong motivation with regard to treatment. However, difficulties in adhering to a treatment plan and inadequate perceived seriousness of the disease were factors contributing to a lack of compliance. Participants reported that when diabetes complications started their compliance improved.