The effects of selected communications variables on the adoption of new agricultural practices by smallholders in central Kiambu, Kenya.

Abstract

The objectives of the study were: (1) to determine the effects of message content on the receivers' knowledge, attitude and usage of chemical fertilizers; (2) to determine whether the source of the message had any independent impact on the receivers' responses; and (3) to determine whether respondents with different demographic and socioeconomic characteristics were influenced differently by the message content and source. High source credibility and high information content were important, but much also depended on the initial attitude of the receiver towards the "new" product.