This study examined whether reinstating specific aspects of the normally occurring postnatal setting (ongoing social interaction with siblings during rearing and/or testing) would influence bobwhite quail chicks' attraction to their species-typical maternal call. Results revealed that incubator-reared chicks exhibit a strong preference for the species-typical bobwhite maternal call over a group of same-aged siblings in simultaneous choice tests at 24 hr and 48 hr after hatching, but only if the birds are kept in relative social isolation. No preference for the maternal call was found at 24 hr or at 48 hr if chicks were reared in a group of same-aged chicks from hatching and tested to the maternal call vs. siblings or the maternal call paired with a live adult bobwhite hen vs. siblings. These results raise doubts about the appropriateness of the usual methods of isolation rearing in the study of species-typical perceptual preferences and underscore the importance of considering features of the natural social context in the analysis of early perceptual and social behavior.