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Abstract
Perceptions are known to play an important role in the innovation adoption decision. Once influential perceptions
have been identified, there is the potential for information to influence adoption by changing these perceptions. In
this paper, the influence of an extension workshop targeting grain growers’ perceptions known to be associated
with the adoption of integrated weed management and herbicide resistance management has been measured using
regression analysis. Consistent with a Bayesian learning framework, the greatest influence on grower perceptions
and intended adoption behaviour was observed where information could be delivered with a high degree of
certainty and validity.