Let $G = (V,E)$ be a graph on $n$ vertices, where $d_v$ denotes the degree of vertex $v$, and $t_v$ is a threshold associated with $v$. We consider a process in which initially a set $S$ of vertices becomes active, and thereafter, in discrete time steps, every vertex $v$ that has at least $t_v$ active neighbors becomes active as well. The set $S$ is contagious if eventually all $V$ becomes active. The target set selection problem TSS asks for the smallest contagious set. TSS is NP-hard and moreover, notoriously difficult to approximate. In the conservative special case of TSS, $t_v > \frac{1}{2}d_v$ for every $v \in V$. In this special case, TSS can be approximated within a ratio of $O(Δ)$, where $Δ= \max_{v \in V}[d_v]$. In this work we introduce a more general class of TSS instances that we refer to as conservative on average (CoA), that satisfy the condition $\sum_{v\in V} t_v > \frac{1}{2}\sum_{v \in V} d_v$. We design approximation algorithms for some subclasses of CoA. For example, if $t_v \geq \frac{1}{2}d_v$ for every $v \in V$, we can find in polynomial time a contagious set of size $\tilde{O}\left(Δ\cdot OPT^2 \right)$, where $OPT$ is the size of a smallest contagious set in $G$. We also provide several hardness of approximation results. For example, assuming the unique games conjecture, we prove that TSS on CoA instances with $Δ\le 3$ cannot be approximated within any constant factor. We also present results concerning the fixed parameter tractability of CoA TSS instances, and approximation algorithms for a related problem, that of TSS with partial incentives.