This study examines public attitudes toward Assisted Reproductive Technologies (ART) in Tehran and identifies their determinants. Using a survey design, data were collected from 700 Tehran residents through a researcher-made questionnaire . The findings showed that the mean attitude score toward ART was 3.72 out of 5, indicating a moderately positive level. The highest level of agreement was with methods based on the couple's own gametes, while the lowest level of agreement was related to third-party methods,. Age and education were significantly associated with attitudes toward ART, while gender and marital status showed no significant differences. Furthermore, awareness of ART, individualism, and media use were directly related to positive attitudes toward these technologies, while religiosity and social norms regarding childbearing were inversely related. Mother tongue, infertility experience among close relatives, and value of children did not show significant relationships with ART attitudes. Multiple regression analysis showed that awareness and individualism along with education, media use, and age, jointly explained about 45 percent of the variance in attitude. Findings suggest that policymaking in reproductive health should focus on enhancing public awareness and utilizing the capacity of media to transform negative attitudes.