Why behavioural science matters in extension

J Pickering, A Jenner, K Haanterä, S Moore, C Iseppi, B Markey-Towler & N Ruzsicska

Evidn Pty Ltd, 315 Brunswick St, Fortitude Valley. Qld 4006.

Email: john@evidn.com

Abstract. This paper demonstrates the applicability of behavioural science to agricultural extension and the value of behavioural science training to enhance extension practice. Examples of how behavioural science is applicable to extension were explicated, namely: that farmers’ attitudes and behaviours are influenced by their social groups; practice change can be adversely impacted by errors in natural decision-making processes; why people may not be inclined to change; and that farm management decisions are influenced by a system of factors beyond the individual. A behavioural science training model was developed and delivered in 2019 to 57 extension professionals from a range of agricultural sectors in five locations across Queensland. Results indicate that after attending the workshop, participants had an improved ability to understand farmers’ psychology and apply behavioural science to overcome resistance to practice change. Future research in this area may endeavour to develop more advanced training modules for experienced extension officers.

Keywords: behavioural science, behaviour change, extension, training, adoption