Understanding why farmers and extension personnel make certain decisions—especially when adopting new technologies or forming perceptions—is often more complex than it appears. Traditional extension approaches may overlook the subtle psychological and contextual factors that influence behaviour. This is where Nudging for Change, a course by Agricultural Extension in South Asia (AESA), comes in—a powerful and practical programme that applies behavioural science to agricultural extension and development.
Developed and hosted by Enablers of Change, a specialist consultancy based in Australia, the course provides a fresh lens for analysing the often-irrational nature of decision-making. By integrating behavioural insights into extension education, the course helps participants better understand the hidden barriers to change and design more effective, sustainable interventions.
The course is led by two highly experienced instructors:
- Dr. John James, an Adjunct Associate Professor at The University of Queensland and a respected member of the Australasia-Pacific Extension Network (APEN), and
- James West, a behavioural economics consultant with over 15 years of international experience applying behavioural science across a variety of sectors.
Participants have praised the course for offering a solid foundation in behavioural principles, particularly the gap between intention and action. One participant, Ayush Emmanuel Lal, shared:
“The course offered a solid foundation for applying behavioural insights in agriculture, highlighting the gap between intention and action. It deepened my understanding of the subtle factors shaping adoption and stressed the importance of ethics and thoughtful, iterative application in extension work. I would also recommend this course to extension professionals, private agricultural companies, consultants, and project managers, particularly those involved in technology dissemination, agricultural marketing, or behaviour change projects. The course offers valuable insights into how innovation is perceived, understood, and introduced to farmers. It also encourages us to reflect on our own biases when designing strategies for promoting and disseminating new technologies.”
Whether you’re an extension professional, agribusiness leader, consultant, or policy maker, Nudging for Change equips you with tools to foster more thoughtful, impactful, and people-centred agricultural interventions.
👉 Learn more and access the course here
