| Ofuoku AU
Department of Agricultural Economics and Extension, Delta State University, Asaba Campus, Asaba, Delta State, Nigeria
Abstrsact
This study was conducted in Delta State to determine the influence of extension agents’ and farmers’
communication factors on effectiveness of production technology messages. One hundred and eighty (180) poultry farmers and forty six (46) extension agents were selected for this study. The poultry production technology messages communicated to farmers included climate change adaptation methods, waste management, health management, predator control and improved breeds. The extension agents and poultry farmers were rated as being generally good in human relations, communication skills and role performances. The test of hypothesis showed positive significant influence of the communication skills of extension agents and poultry farmers on level of adoption of the poultry technologies hence poultry production technology messages. It was recommended among others that extension agents should provide follow up appointment for farmers, more extension agents should be trained and employed, farmers should be encouraged to allow their spouses share information with other farmers and the communication skills of the extension agents and fairness should be sustained.
Key words: Communication skills, Message effectiveness, Prevention Motivation theory, Adoption
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