Extension Education Research

2007-2008 Abstracts

Sources and Channels of Information Used by Educational Program Clients

Glenn D. Israel, University of Florida and Kristen M. Wilson, University of Maryland

Organizations that want to create change through educational programs need to engage clients in a process that makes use of existing communication networks. Most clients use a repertoire of sources and channels for becoming aware of, learning about, and making decisions about practice or technology adoption. This paper focuses on one group of clients served by Cooperative Extension—horse owners—to identify patterns in the sources and channels of information they use. Further, the association between sets of channels and sources is assessed, controlling for relevant client attributes. The results show that horse owners have four correlated sets of information sources and four sets of information channels. The net influence of channels on clients' use of sources varies, with traditional Extension channels, one-on-one consultations, and Internet channels being strongly associated with the use of sources characterized by linkages outside the community. Overall, the results suggest that horse owners can be sorted into distinct market segments that use specific sources and channels. These findings can guide the design of communication strategies for Extension professionals serving adult horse owners in Florida, as well as provide general rules for others involved in developing educational programs for other clients.

2006-2007 Abstracts

Relationships Between the Perceived Characteristics of E-Extension and Barriers to its Adoption

Dr. Amy Harder

In 2006, Cooperative Extension launched an online information source known as eXtension. Perceptions of eXtension’s characteristics, and potential barriers to adoption, are likely to influence an extension agent’s decision to adopt eXtension. An online survey instrument was used to collect information related to the adoption of eXtension by Texas Cooperative Extension county extension agents. The primary variables for the study were: (a) relative advantage, (b) compatibility, (c) complexity, (d) trialability, (e) observability, (f) concerns about time, (g) concerns about incentives, (h) financial concerns, (i) planning issues, and (j) technology concerns. Low, negative relationships were found to exist between perceptions of relative advantage and concerns about time, as well as perceptions of compatibility and planning issues. Financial concerns had a low, negative relationship with relative advantage, compatibility, complexity, and trialability. Adequate planning can increase the likelihood that an innovation will be adopted rapidly, but financial concerns must be thoroughly addressed. Reducing or eliminating the barriers related to the perceived characteristics of eXtension would be expected to increase agents’ rate of adoption.

Career Decisions of Florida Agricultural Extension Agents

Shannon Arnold

The Florida Cooperative Extension System is the state outreach division comprised of national, state, and county educators linked to the land-grant university. Extension agents are the key to providing educational programs for communities that aim to improve the overall quality of life. This research sought to explore and describe the career decisions of Florida agricultural extension agents. The interview process was used to investigate the factors and experiences that affect agents’ decisions to enter and remain in extension, and discover positive and negative influences related to decisions of agents at different career stages. Knowing this information can be used to help attract new agents, improve recruitment strategies, provide direction for future career assistance, and reduce attrition rates. The ability to recruit and retain agents must be a high priority for Extension to remain a viable educational outreach system.

Predicting Commitment to Engage in Environmentally Responsible Behaviors Using Injured and Non-Injured Animals as Teaching Tools

Nick Fuhrman

This study determined if and how different wildlife presentations influence the emotions and behavioral intentions of adults 55-years of age and older. Although a variety of animals are used in educational programs at zoos, both injured and non-injured birds of prey (owls, hawks, eagles, falcons) are often used in programs that visit schools and retirement communities. The 213 participants attended one of three presentations: (a) a presentation involving injured birds of prey, (b) a presentation with non-injured birds of prey, and (c) a slideshow presentation involving pictures of the same birds of prey. Type of presentation did not influence participant likelihood of performing conservation behaviors advocated by the educator. Regardless of the presentation, individuals who discussed wildlife conservation issues with others, experienced feelings of compassion from a wildlife presentation, and believed the behaviors advocated during the presentation were acceptable to others were more likely to engage in such behaviors.

Centralizing Extension: Key Leader Input Concerning a Comprehensive Agricultural and Natural Resources Awareness Website

Roslynn Brain, Nicholas Fuhrman

Enhancing public awareness of agriculture and natural resources has become an issue facing land-grant universities across the country. The Extension Committee on Organization and Policy suggested that Extension systems establish an information technology network to consistently address such communication-related issues. The purpose of this qualitative study was to determine the ability of a comprehensive website to centralize Extension’s agricultural and natural resources awareness communication efforts, as perceived by Florida Extension leaders. Results indicated that such a website could centralize Extension’s efforts if it provided information at the county level, linked with the current accountability system, and showcased success stories. This study was presented at the 2007 Southern Association of Agricultural Scientists and has recently been submitted to the Journal of Extension as a Feature Article.

Leadership Styles of International Agricultural Extension Agencies

Shannon Arnold, Courtney Meyers & Nick Place

The purpose of this exploratory research was to discover the dominant styles of leadership international extension agencies use in the development and implementation of effective rural community development programs. Informal semi-structured group interviews were conducted with key leaders and representatives from various international agricultural extension agencies. According to interviewed participants, rural populations and community structures ultimately define how extension must deliver its services. The study identified particular leadership styles that have proved successful in developing and implementing sustainable extension programs. International extension agencies must continue to seek additional knowledge and training in areas of leadership to serve rural communities effectively in the future.