r g , .gojoicn v CLIENT-CHANGE AGENT RELATIONSHIPS IN THREE COLOMBIAN VILLAGES Thesis for tho Dogma. of M. A. MICHIGAN STATE UNIVERSITY Eduardo Ramos L I966 THESIS L [B R A R Y Michigan State ‘ University ll.ItI‘ .iI-I ammmmmm mmmm mam-L. Am Wan-t3“: t? ammummw fat-thaw“ murmurs thWm 1968 ABSTRACT CLIB‘IT-GiHI$ ACTI‘IT R‘EWIOIJSIIIPS IN THREE COLOMBINI VILIAGES by Eduardo Farms L. Change agents are the link between nodem agricultural tecl’mology and the farm population. Success or failure of change agents' objectives rest upon their ability to induce farmers to adopt their recanmmdations . The acceptability that change agents have in the oomnmity may depend cn many factors. It is the goal of the present study to determine how perscnal dxaracteristice of change agents and agent-client social dis- “5 tance are related to clients’ attitudes and behaviors . I Four change agent characteristics (age, education, role experi- ence, and marital status) are studied from the point of vie»: of the axramt of discrepancy between the actual values of these dwecteristics and ideal values as perceived by clients. These discrepancies or attribute-differentials, are then related to client-change agent social distance , credibility of change agents , favorability toward change agents, client-change agent contact, and client's degree of innovativeness. Negative relationships were hypothesized between attribute- differentials and attitudinal and behavior variables . Positive relation- ships were hypothesized between attribute-differentials and social dis- tmoe. Negative relationships were hypothesized between social distance and the selected attitudinal and behavioral variables . Eduardo Rance L. Reapondents were from three peasant villages near Bogota, Colombia. One hundred and thirty-six respondents wade interviewed. The interview schedule was adm'nistered by students of sociology at the National Ihiver'sity of Bogota. The data were analyzed wing product mt melations . The change agents mder study were the school- teacher and the extension agent . From the extension agart attribute—differentials , role-experience was sigxificantly related both to credibility and favorability. Age was sigrificantly related both to favorability and social distance. Educa- tion was not significantly related to the other variables. Client-ex— tensim agent social distance was significantly related to favorebility, credibility, and contact. From the schoolteacher attribute-differentials, education was sigwificantly related to credibility. Age was significantly related to favtmability. Role-experience was not significantly related to other variables. Marital status was significantly related to credibility, favorability, and contact , but in the directim Opposite to that predicted. Client—schoolteacher social distance was not sigmifioantly related to credibility or favorebility or contact. Innovativeness was significantly related to favorability toward the sdmoolteacher. Social distance was shown not to intervene in the relationship between attribute—differentials and credibility, favorability, and contact with the change agents. The intervening function was tested in terms of the difference between the zero—order correlatims and the first-order partial correlations, controlling for social distance. ACNJOV‘JLIGI‘QWS The author wishes to express sincere thanks and appreciation to the following: Dr. Everett M. Rogers , advisor and chairman of the committee , for his guidance , encouragement and personal concern, since we met each other in Colombia, in 1963. Mr. Larry Sarbaugh, member of the mmnittee, for his help and guidance. Programs Interemericam de Infomecidn Popular (PIIP) Sponsor of the research project , and Michigan State University, [apartment of Communication for its assistantship and computer facilities in doing the present thesis . For reading the initial draft and providing encouragenent , I express my appreciation to Robert F. Keith and J. David Stanfield, graduate colleagues in the Department of Commnficatim for their helpful suggestions and criticisms offered throughout the writing of the present thesis. Also to Mrs. Ruth lsmgenbad'xer, for her patience in typing the tiesis from the manuscript. And to fly wife Elssy, who as a colleague, supported as with her encom‘agerrent during my undergraduate and gamete studies . TABLE OF CI)I~&'I"..2‘!'I'.3 Page LIST OF FIGUKJS . . . . . . . . . . . . . . . . v LIST OF TABLES . . . . . . . . . . . . . . . . vi LIST OF MPEIEICIZS TABLES . . . . . . . . . . . . vii LIST OF APPUJHCIES . . . . . . . . . . . . . . . ix Chapter I INTRODUCTION . . . . . . . . . . . . . . 1 Background and Nature of the Study 1 Objectives of the Present Study '4 II MGM RED 1’ IYP On RISES o o o o o o o o o o 5 A Theoretic Fatiaiale 5 Change Agents ' Glaxecterist ice 5 Attribute-Differentials and Clients ' Attitudes and Bel‘zavior 9 2 Client ~Agent Social Distc‘moe l Attribute~DiffemntiaJs and Social Distance 17 Attitulinal and Behavioral Variables 18 Client ~Giange Agent Contact and Innovativenese 18 Credibility and Ixmovativeness 20 Favorability Toward G‘xange Agents and Ix‘movativeness 22 Hypotheses 23 III 13:13 10mm 0 o o o o o o o o o o o o o o 25 The Sanqale and the Stucy Setting; 26 Data Collection 26 The Interview Schedule 27 PIE—Test 27 Opemtimalizatim of Variables 27 Attribute —Differentials 27 Social Existence 29 Dependent Vm'iables 30 Statistical Pmlysis 38 iii Chapter IV FINDEJGS General Hypothesis I Conclusions for General I-iypothesis General Hypothesis II Conclusions for Cereml Hypothesis General Iiypotl‘zesis III Conclusions for General Hypothesis General Hypothesis IV Conclusiors for General Hypothesis General Hypothesis V Conclusions for General Hypothesis General Hypothesis VI Conclusions for General Hypothesis General Hypothesis VII Conclusions for Cemeral Hypothesis General Hypothesis VIII Conclusions for General Iiypot‘nesis General Hypothesis 13 Conclusions for General Hypothesis General Inrpot‘nesis X Conclusions for General Hypothesis V SWQ'ZARY HID CONCLLISI HS . . . . . . . Sweaty Objectives Findings Conclusions Extension Agent Schoolte acher Future Re search Implicat ions for Action APPE‘JDICIES . . BIBIIOGRAH'IY . O O O O O O I O O O O O O O O O I O O O O O O 0 III IV V VI VII VIII Page 39 39 us nu ua us an 5n 51+ 55 55 55 56 55 58 58 59 59 so 60 so 61 61 62 6'4 61+ 67 68 7O 72 101+ LIST OF FIGUWS Pigme- Page 1 Paredigm.of client—change agents relationship. . . . 25 2 Paradigm.of interval scale . . . . . . . . . . 78 3 Paredigm.of graphical relationships between scale values and Z values . . . . . . . . . . . 81 Table 1 LIST OF TABLES frequency (1“) matrix for six sources of information judged by 130 individuals in three Colombian vill ”w C 3K“) 0 o o o o o o o a o o o o 32 Appendix —- Table A I II III IV V VI VII II III IV LIST or APPENDICES TABLES Frequency (1") matrix for 6 sources of infometim judged by 130 individuals in three Colombian villages . . . . Preportion (P) matrix cormsPonding to the "F" matrix of Table I . . . . . "Z” matrix correspmdimg to the "P" matrix of Table II . . . . . . . Values of 0 corresponding to the empirical prolsorticns - p - of Table II 0 O O O O O C O O 0 Values of 0' maponding to the theoretical prop-(muons - p' — cf TableIII.......... Discrepmcies in values 9 -- 9' for entries in Table IV and V . . . . . Coefficient of cwsistency for 130 re- spondents in three Colombian villages (maxim number of possible C.‘I‘. = 8) . thension agent personal characteristics (actualandideal) . . . . . . . Anmmt and frequency of discrepancies for the extension agent ' s emiracteristics . decolteadier personal characteristics (actualandideal. . . . . . . . Amount and frequency of discrepancies for the schoolteacher’s character— iStiCS O O I O O O O I O O O 80 82 82 85 91 91 92 93 Appendix - Table Page C I E-i'atrix of intercomlatims of attribute— differentials, social distance, and attitudinal and behavioral variables dealing with the schoolteacher . . . 95 II Zero-order correlations and first—order partial correlations (controlling on social distance) of attribute~dif~ forentials and attitudinal and be- havioral variables dealing with the extension agent . . . . . . . . 96 III Zero—order cornelatims and first—orckar partial correlations (controlling on social distamce) of attribute~dif~ ferentials and attitudinal and be- havioral veriab les dealing with the schoolteacher . . . . . . . . . 9? viii LIST OF AnmmICIES J Appel 1dix Pane A PAIED CDPPAFISOE‘JS Al‘lAIXSIS OF SOURCE CESDIBILITY NEDEEG WsSAa‘lTS . . . . . . . . 71 B DESCRIPTION OF THE GENESIS ACIJI'I‘S . . . . . . . 89 C YMRIX 0F ZERO~OPJ33R A‘J'D FIRST-0335.41? PARI'IALCORFIILATIGIS . . . . . . . . . . 91+ D ITEMS FROM T1111 II‘I'I'ERVILW SC‘EIEBUIE UI'ILI'ZJSD IN 'll-iE PIE-113333? STUDY (Trams lated from Spanish). . . 98 CI fi'I'LR I II :‘T‘FCEWIQ‘J Bmkgmmd and Nature of the Study There is a oomidemblo want of scientific litemtm showing the Wm 01' change agents in the process of infatuation dissati- mtion and techrical and social dargeJ Especially in Wordeveloped mutries the ci‘mngo agents' role is of vital imgmcmce W in most cases they constitute the main link batman the "receiver" social system and the "comes" social system. A gggg 3531:, defined by Rogers (1962, p. 25%) as "a profes- sional person win attesmts to influence adoptim cbcisiozm in a. dime-- tion that he feels is desirable," is pemps the instmmntal olenent upon when mat of the msymsibility for success or failm of social change tests. The ci'mge agent's role has been related in diffemmt reward} studios to:2 1. Mammal cm'mxicatim at different stages in the innovation decisim process (113). 2. Winn]. efforts by dwnge agents intmfiming new ideas (15). 18cc for oxanole Everett :1. Po; ore and leticia Smith, bibliowrg1 4,: on the Diffusion of Irmvations, Diffusion of Imwvations 36386110“ to: or: 5': riclugan State Univermtj, feyartment of Cammication, July 1905, whom the authm-s listed 870 titles onxxcerned with the diffusion and adoptim of innovatiaua. 2The number in parentheses refers to t; e identification nurters of publications available in the Diffusion Docuzzmats Center at t-limigan State thivomity, Departmnt cf Conn-amicatim, as of July, 13-56. ' l 2 3 . Strata gies used by clung: agents for intrcdming and snowing, the adogrtim of imovatims (106). It. Social consoqmmces which resulted from change agents' intmdwtions of mm ideas (152). These studies give an idea of the complex relationships involving, dwxge agents , imnovatiaxs, and social system . But there is an aspect related to cmnge agents which has not yet been sttxiied, at least anoiricelly. This question emcems the relationship tetmen the c‘zmge agents ' personal duarecteristics and clients ’ WW and betavicr tom the change agent . Social scientists have fomd that the way in which a sourm is perceived lewcos the madience's attitudes and behavior. Ittelson and Slade (1958, p. 210) for owls, pointed out that “Something the other person is (r 99E. (i.e., his :22 ysioal dietecteristics and his actions) both provokes certain feelings in the obserwr and determines mat feelings the observer will perceive the other person as ham." Wmaul attractim has been slum to be a determinant of a large variety of behaviors (Pepitone, 1958, p. 258). Liking and disliiing are prenmm union justifiably occupy an inguortant place in mscand': on social behavior such as perceiving persons, entering or leaving groups , infltmncixu CI." oumuxicating with others (iiorditz, 1958, p. 191). Tactcra determining mdng and disliking, closeness, W38, intimacy, cmflict, mjectim, and so on. in the interactive process be- tween individuals are mflected in the social distc'mce existent between the interacting parts. Social distance in that sense is the extent to mien a carom is disposed to treat other person on basis of certain attributes fund in the later. 3 Biirzimal social distance may indicate great intimacy of associa- tion of attrilutes batman the persons in interaction or between judge and judged. In the present study it is assumed that whether or not clients like their change. agents will cis;x:nd, in part, on how clients perceive the change agents ' personal characteristics on the basis of hm these dxar'acter‘istics fulfill clients' egrectatiors ; that the lack of fulfill- ment of those exgectations will be reflected in certain (flames of social distances and that subsetiitently it will affect clients ' credi- bility md favorubility of d‘xangs agents , and client-agent contact. So far as can be asazr'tained from a. search of the literature, no empirical studies dealing, with dramas agents ' characteristics as they affect clients ' attitudes and bermvior have been cmducted previously. The present study in an attains-t to deal with the relationships bemoan agent characteristics , social distalce and client attitudes and behaviw. 'l'ne stmiy was conducted in rural Colorbia and chals with two types of diange agents: (1) the agicultunsl extensim agent, and (2) the rural sdmoolteadner. The Extensim Service, a branch of the National Hinistery of Agrimltme in Colonbia, has been working, for several years in the area of Colombia in which the present study was Wed. m2 extsmim agent in Pueblo Viejo, San Rafael, and Cuatro :1qu had been working in the three Colombian villages of study for six years prior to the time of the data-gathering. Each vill - :c has its am sd'xoolteaci'xer, nazfixlated by the Stat-s Secretary of Education, part of the National E‘finistery of Educatim. Gangs agents will be disassed in more detail in Awe-moi): 5' . '4 Objectives of the Pmszent Study The ram objectives of the present study are: 1. '2. To mtemu'ne the range of war-iatim between "ideal" change agents-5’ duracteristics and “actual" change agents ' duracteristics in the pogulatim stmiied. To detemm the range of variation in social distance between (aim agents and clients. as perceived by the clients. To nieztenxbwo hm: dxanga mxta' maeristica and dim:t~a.gent social distarm am related to climxts ' art itmiea and behavior toward c‘rmge agrmts . G‘API’ER II mam AH!) mms A Theoretic Bastian]: gmfim'ommtica ”Omoffinmstaignificamwaysinmichapammcanbe Whhtmofhwheappemmwm. Attinns,t1u ophdmofmnmy,1nfact,botham~immmmimimin m'owaluntimofawmon. Immatmhfidnkofapersm Wyinflmamirbdmtmmumum,m flulmgm,flnwuviwoffiuwxypemhimelflflaguid, 1958, p.329). In dealing with th- idenflfimtim of the priimipal variables Wwiflnmssorfmmofmtymmam,nye (1952,12. h)mmdflwt”81nmsainmtycxtmionmkcmbopm- dictadfmncmbhutim ofmindivichml'o MW. training, th1.vocaticmlinmmt, attitm,mdoflmrpnrsmal Mica.” Max:095“. p. 29) saidthattin affectivmmaofa pmhchmge ngmt, formic) mydepmdmmruhpeh- ceiwdummcpert,butalsommhois”fat,sloppy, neat. ugly, W.powaflfl¢tc,oramnberofanfi;mitym.” Hmpeopln who m and tuna cimactaristica (nan, cdmatim. marital um, “duality, ate.) who WWW remnant irrlividml iamcxtuuimaxgmttwswoolteadxer. 5 8 People may develop attitmcs taaaxd a person even lefom they met hinpemxally. These attitudes are oftm based upon some personal Weriatiw which lead clients to mime of an Wividual in a particular way. A hmdsom, rich, 35 year old, single man, living in Miami. Beach, could be pemeiwd by many as a "playboy." It does not matter if he is that or mt. For crawls, he could be a priest in ml life. The point is that perception of an individul is dewloped previous to greater Mileage of him. Attitudes toward the individwl by other gowns am wigirmted and subsequmtly Wm' behavim Whimaleomyboinflmncedbypemptimofhis duracteristica. Tho previous example illmtzutes tin case in mm, far indivim possessing cartain c‘rmcterixtics. sgecific roles are assigns! award- ing to fun way in which those characteristics am permived. On tho otfnr hand, the Opposite am also comm. People assign specific Maristica to certain mics according to the individual ' a perception of that role. For example, wtm referring to the president of th- Lhited Statu, individuals assign certain WW that he mm possess, such as age (man than 35 years), WW (Amricm citizen); mfiays for m, a particular mugian affiliatim; a certain degma of caution, integrity, Meaty, political bad_f_ client- 53 bemoan client-cxtmion agmt contact and extension agent '8 marital status diner-eyancy zooms is -.009, which is less than the -.l‘&7 re- quired for sigflfioarm at the five per cent level. llawirical Hy- pothesis Illg is not swp-ortcd. The firstucnicr patiial mktion berm client-extension“: agent cmtact and extczcim agent '8 marital statm discrewxcy scores , controlling 01 social distance is -.020 (not sigmificmtly diffcrcnt from um), mulch is not significantly different at tho five per cent laval from the zero-order conchtim between client-cxtensim agent contact and cxtarmion agent's wital status discrepancy scores. This amthataocialdistmcedocsmt intmintmmlatimahip be— tween diam-extension agent contact and actualaideal extermim agent's marital statm. Empirical Ham-heals Illa; The gutar the amount 9}; 9E5;- schoolteadlaz: ccgtac; the smaller- 25 45.3ch bet-ecu actual 3g ideal grim status 91 the schoolteacher. m zero-owe)? oormlatim between climfi—achocltcaduer contact and sdwolteachar's marital status diocmpmcy am: is .153. which is statistically significant but in the dimctim opposite to that pmdicted. Wool Wheels 111): is not suppcrtad. Tho first-{row partial correlation between climt-cdxcclteacher amulet and sdwocltcadxer's marital status, omtmlling on cocial dis- tance is .1“? (not lignificantly different tron m). which is not nigxifio-ntly diffemt from the tam-Omar militia: hem clicnt- odwooltcachar cmtact and schoolteachar’s marital status dismcpancy scores. This m that social dictarace does not intm in the rela— tiaactlip between client~achooltcaduer contact and actml~idoal school— teaclnr’a mital status. Camlusicna for Gcmral lgmig III Only Fwirical Hypotimsia Hill was significant at the five per cent lovul. but in the opposite dimotion of tint predicted. Since non of tho eight empirical hypOthESGS was swpoztcd at the five per cent lwel. Guaneral Hypothesis III is not sxxpported. Social distance does not intervene in the mlatimship batman climt-chmga agents contact mo attribute-differentials. Gemml I-gypcrt} aosis IV General Hyoothcsis IV: Degree of mdibili of change agents bk Mm... ..... ._._. L— __-1 i3 biwly related 33 social distanog. Eupir'ioal Hypotimsis 1%.: The greater the credibili‘tyj! the {mansion agent the smaller the client «extension agent 3% distance m. Tho zero—order conclatim batman mobility of cxtcnsim agent mo climtaxtansion agent social diatoms scores is --.l7‘2. which is m than the all}? mquimd for significant: at the five per cent level. Ewirical fiyznttcsis IVA is copycat . ' Empirical Hypothesis 1%: T143 greater the credibility 95 21?. achmltveacha!~ the manor the climb-schoolteacher social distanca ' m. The zero-moor emulation batman credibility of schoolteacher Incl climt-sdnoltcacmr social distanw zooms is -.102, which is lass than th- valuu -.1u7, required for significance at the five pzr' cent level. ' Expirical raWsia m: is not cameo. . Omclmims for General fiygothasis IV 000 of the two enquirical hypothesis was significant at the five 55 per cent level (Expirical Hypothesis IVa). Therefore, General Hypothesis IV is partially supported. General Hypothesis V Gemral Hypothesis V: Deere? e of favorability toward change agents i_s_ inversely related to social distance. Expirical Hypothesis Va: The Easter the favorability of opinims toward the extension agent, the smaller the client-extension agent social distance scores. The zero-order correlation between favorebility toward the extension agent and client-extension agent social distance scores is -.151, which is note than the -.llt7 required for significance at the five per cent level. Empirical Hypothesis Va is supported. Brpirical Hypothesis Vb: The greater the favorebility _<_>_f_'_ Opinions toward the schoolteaduer, the snaller the client-schoolteacher social distance scores . The zero-order correlation between the favorebility toward the schoolteacher and client-schoolteacher social distance scores is .10“, which is less than the value -.1'+7 required for significance at the five per cent level. The Enpirical Hypothesis Vb is not supported. Conclusions for Gameral hypothesis V One of the two enpirical hypothesis was siy'dficant at the five er cent level (Envirical Hypothesis Va). lTherefore, General Hypothesis V is partially supported. General Hypothesis VI General Hypothesis VI: Dege of: client-agent cmtact is in- verser related to social distance. Expirical Hypothesis VIa: The greater the amount 9}: client- fl mwummmammwmw Wm. 50%me “mummumw-amu ~J2.Mh~um-.31W~W&flu durum. wwmuw WWW= flakm5m" mmmmwemmwwg Wm. mmmmM-om- “mummmmu -u.muummm~mw~mamn aluminum. mwmumm ”“1”qu hdmmeamechtthnflu pmmwwm. W.WW '1an Wm ”.1sz melfiwfimam meewem - WWW mmafiwm mmwwmfimaew: mmamgeemwm- numer- MMMMmmd-mmmu- mu'aquuau.mumuu MVWMWufiumpu-mm W Want-W WWW: Mama-candidac- 57 m mess elistwmlmdes m m the We. 22: mfimwfloggmnmn WWW tin: ham slim-admitaadnr social dim scores and smoul- m*nmmmmn-.ou.mummm.iu Wmammumuwmmm. sway- “mummm. WWW me: mmemmmm mmmmwmsammmme mmgwmemweammm- rh- mmmammmmm mummimam'swmofmiammmh -.m.wummm.mmmmmammn nominal. wwmcumw . WWW: gwgww mmwmuwwaeaewm wgaaemweaein- III-m- mmmmmmamwmm “MW'Imdmilefl,Mhmmm JQandndfwdmino-mumflwwmtm. W Wmanmw WWWIW: Ewawdinm mmwmmmmmme- mwgrflmemsammm- mmmmmmmmwmm- mmwmam'amdwm manhunmniaummnnmmmm nhflwwmm. WWsmohmtsW. $8 Empiricalfiypofinais VIIf: Ewamldistm canes betwem client—scinoolteacherthe Wfiflsmmm maggeaeemmeamm- mummlatimbetwmclimtadmlmoocialcfistmm mummitmr'omofwmmmh -.053,midmislcsathmthe.lflreqdredforligniflmattmflve pamtlcwl. Ewiricalifipotlnsismi’hnotw. WWisVIIg: 11332353;me mmmmmmfiewflewm mmmmmmmm- mum- mmhfimmmammamwaldistmm “Wm'smmmammmummm illeuflmtanquuiredmt-signifimattmfiwpucsnt level. Emir-ion). Hypottnsin V1131: not mated. Empirical Hypothsis firm The greater the 4.2% distance mmwmgmlteader the gate:- the discrepancy & mwgwmmwmm- mum WMclimt-odmlteadursoohldiatanco scores and “molt-Ida’s marital status dismepmcy soon: is -.088, which is loath-1th. .lflnquiredforsignifiomcnatflnfivopercmtlcvel. WWMhMW. Wmmearuelflypothesism Qflymmixioalhypotmsis {onmgnmmnypcoeais VIImcignificmtattrnfivcpercentlevel (moiricnlflypotresia V111). Wormmlhypotresismismtmppcrtod. WW3 VIII Gerard Hypothesis VIII: 2311?: 95 immovativcness is directly 529 related to degree of credibility of c1133 Elf‘jifEEZtZ-S. .. \. --v-. unfil‘ ‘O-‘Gon “‘— Ingsirical hypothesis VIIIa; Clients with high irmovat iverrzse Cd scones will ccnsicrer the extension agent aro— n.” ”We'“, -mo- 3 a norc credible sane-e... than ! clients with low innovativeneoa scores . Ti'ie zero-vomcr correlation be- a '1 tween ixmovativwcss scores and the credibility scores for the extension agent is -.C72, which is less than tic .1147 required for significance at 7-71- the five per cam: level. anirical lfygotncsis Villa is not supported. Empirical hypothesis VIII»: Clients with high. imcvativrmcss scores will camider the sc‘iwoltcacher as a nma credible scores than .ag. u.”— .rq-g..\—‘ u.- —**a-.'.-. gun—r..- a“ -———'—-' um 00-.“- mg clients with low innovativencss scares . Tie zero-order ccrrelatim he- tween irmvativemss scores and credibility scores for sc‘noolteac‘zrs-a? is .090, which is less than the .lh’) requined for significance at the five per cent level. Empirical it ,Loflxesis VIIIb is not supgorted. Cmmlusions for Cent-2m). Earpoti neais VII lkeiti‘cr of the two cspirical hypothesis were supported at the five per cent level. lierefore, General iii gothesis VIII is not supported. @mral kiypcttmsis Di , .. l' ‘3’ _ . .' o ray? -‘ . - p . 7- . '1. 5 1 Ccmral .grpotncms IX. 3...,ree of innovatiwness 3-5". Erect” related to favorabilitj of diary-e agents. Empirical Ilypoti'csis Ilia: Clients with high irmcvat iverccs scores will he Ema hi 23.11 fax/creme tmam the extensim agent t’: 143:1 clients with low irmmativeness scores . The zero—order correlation Zoe~ Men imwvatiwness scores and favorehility scares tm'ard the eitercicn agent is wills, which is less than the .1”? requimd for significance at the five per cent level. Expirical Evpothesis IXa is not suggested. 60 Empirical Hypothesis IXb: Clients with high innovativeness scores will E rrore highly favorable toward the schoolteacher than clients with fl imovativeness scores. The zero-order correlation between innovative- ness scores and favorability scores toward the schoolteacher is .210, which is more than the .1147 required for significance at the five per cent level. Expirical Hypothesis LCD is supported. Conclusions for General Hypothesis IX One of the empirical hypothesis was sigrificant at the five per cent lexml (Enpirical Hypothesis Db). Therefore, General Hypothesis IX is partially supported. General Efi‘cfl'xesis X General Hypothesis X: Degree of irmovativeness is directly 33- latgitEclimt—agent contact. Empirical tarpothesis Xa: Clients with high innovativeness scores will have more £159qu contact with extension agent than clients with low innovativeness scores. The zero-order correlation between innova— tiveness scores and clients' frcqmcy of contact with extension went scores is —.086, which is less than the .1“? required for sigmificance at the five per cent level. anirical fiypotlmsis Xa is not supported. Empirical Hypothesis Xb: Clients with high mwvativeness scores will have none frequent contact with the schoolteacher than clients with low innovatigeness scores. The zero—order correlatim between innova- tiveness scores and clierrts' frequency of contact with school teacher is -.058, which is less than the .1“? required for significance at the Five per cent level. Enpirical Hypothesis Xb is not supported. Conclusions for General Hypothesis X Neither of the two empirical hypothesis was significant at the five per cent level. Therefore, General Hypothesis X is not supported. ENTER V SWIM ARI) COWBIONS Suzmy hmdmmsantttudymtodetmthenmim- ships batman «mu-durum (age, mum. role amazon, and marital than), social distm, and attitudinal and vaim]. variable. (mdibility, favorability, cmtact and Wim) within tho cortex: at client-6m agent relatimshipo. hpopulatimotudiodwaslafi fammint‘muOolonbian village. (Pueblo V1030, San Mal, and Gum) Esqdms). Data used in mmmmmdammmmmmrmd W m the Role of Opinion Madam in th- Diffmim of Imam- tiau unmeammgxmmm." Wmlatianm Mummtmujwhypaumses. Additiaultcstsmmdc Mngosoibh 111th properties ofmciddistanoo in tho W115; batman attribute-differuxtiah and credibility. Immw. and contact with change agents. Objectim flaminobjectimofflummtstudyweno 70mdibility \ Favorsfigility ““ ntact \\\\ Co \ Social distance Age was related to social distance, and social distance was related to credibility, favorability and contact. Iiut, social dis- tance was found to I'xavs. no interwxing proi.erties in the relationship between age and credibility, favorability, and contact. This suygcsts fiat there could be other factors than the characteristics of change agents hem studied, that dctcm‘ine social distance and its possible imgivlicaticns for its mlatimship with attitudinal and bci'xavioml variables. Experience of the extension agent was sham to be related to credibility and favorability. This result supports our original hy— potheses . Also , support for our original hwotheses come from the significant mlaticnship bctxficn social distanw and credibility, favor- ability and contact . On the other hand, cducation, age, ez-zpericnce, and marital status were 5?le not to be mlated to contact with the extension agent. Thus it seem that other variables, mthcr than the four extension agent's personal dzaracter‘istics , may account for client-agent ccmtact. Since 66 Dockldiltmmoimificumlynhtadmomtactitiapossibh M faster! cbtu‘mining social distant. maybe inpatant predictors of mt. Cmdibility was not significantly related to age, cdmatim and mitalstctuoftfiucxtemimagent. Itinmoessazytmn.toflnd ammabhstlmombomlatodtoa‘dibility. Wmcould Wfiustudydmihiutydfipmimagmintemofm perceived Whammxtmsmmdaccassibuixyuam. Itisalsoposoibhthatfluwmmdfora‘edibilityinthcpm ctudy‘paimdmarim)ismfulmlywapflmuloctiwtcol inlooatingdifiumtmainn paydxoloficalomtixmmmm establish, forapanimlar sauce, flit in mdibh new factors mmodatoduithit. WW.indulinzwithfiautuimagent,mpt inmputimmcues.finpmauldm~actu~istimmmirper- aptimbyhinclimtsmmtahamtobomhvmtinfinirnlatim~ ship with cummmwmm variables. Othermultn. different ”dummimmtimmtimaaisthdto contact. famlmilitymdmdibility. mace malts were causistcnt fobcththncxtmimmfimmndmlmr. Inmspecttotm ~fair,itilthccutm:"0foolingtiutttumasu‘esuudforimam- ~dmummfiflformmmxovatimasggggghrtmtforita mm with m cumming Specifically the extension agent. Inathaufls,ifuwmttonmomdibility.cmtact.mdfm- wwmamagmttokmdm,itmcmmm mimmctiaupzwudbyfiutmagent. finilmvativeness scams mobnimdhmamietyofagrimlmlimomiamwhidxtm 67 mapadenta,inmotofthecasas,hawymmtedbyuwmlms mlyomofmiduiotknextmimogem. §dzoolteadxgg Only two of tho four personal chmcteristics of the 005100].- teacher were Iigrifiomtly routed to other variables. Age was signif- icantly related to fambility, odmatim to credibility. and favor- obility to imnwtimso. In graphic form, these relationships cm be represented as follow: Ago ; Pawrability \ Immativemso Education x Credibility “7 All these relationships wen significant in the mooted dimo- ticn animating our original hypotheses. Marital status was signifi- cantly related to credibility of the schoolteacher. but the finding on in the Opposite directim to that which was predicted. Except in two instances (the relationships of age with favor~ ability mo education with credibility), the schoolteachr's persona Wtica wed in the present stmy mm not aignificmtly related to oocial diatoms, credibility, favorability, and contact. This 3113mm that these variables mm not relevant for purposes of hypthe- :iwdnlatimships, «they really do mtaffectotmrvariables dealing with climt-agexrta relationship. scum aim was also sham not to be simifiomtly related to credibility. cmtact, and tambility. Since than M Wer- iltioa Hora sham not to be signifimntly related to social distm other factors ought to be investigated in this regard. 68 Perhaps the main reason for failing, to establish the egccted relationships emxg several variables conccnxing the schoolteacher is due to his own role. The farmers, who are trainly involved in agricul- ture, do not perceive the schoolteacter's role as concerned with aggri~ culture. There is , than, a differentiation of roles and functions be— taeen the extensim agent and the sdzoolteacher. The clients do not perceive education as one of the ext-a :sicn agent's fmwtion as well as they do not perceive agriculture as one of the schoolteadrer's function. Per- haps this can explain why sore variables are releavant for the we role and not for the other. Future Research Some of the findings of the present study are smygestive of father research. 1. It was found that client—extemsion agent social distance is related to creiibility, favorability and contact. At the same time, ' the findings showed that the extension agent’s personal dmracteristics (exoegrpt age) were not related to social distance. It is suggested, then, that research dealing; with other factors associated to social distance, and if possible, detemdnant of it, be carried out. Literature on social distance, prejudice and discrimination has 1minted out that race, nationality, religion, and occupation are four of the 1mm relevant factors influencing social distance. Particularly for change agents, factors such as status, race, ability to adjust to the social system slicnt, attitudes toward clients as perceived by them, ability to communicate in the same social system language , nrral—mtan bad-grumd, prestige, and so on, may be tested for possible relationships with social distalce . 63 2. 'me hotbed of paired coqscxisons, used for 11::ng seedibil- ity of different sources of mastication, was limited to discritainating the "might” of each coma along a psydnlogioal cmtimmm (see kpenoix A). It is the feeling of the author, that a many next step is to firmer dismimixmte each source wrong to various factors of credi- bility. (he might attenpt to predict differential evaluation of Mormo- ticn me using the dimneima of ”expertneso.” Whiness" and ”accessibility." 3. Thu index used for measuring contact with change agents in tho meat: study, in the mthor’s minim, could have been me adequate. It loans may to discriminate batman client-agent contact. based upon cliurt'u am silliness to establiflt interaction, and agent-client contact in which intonation in established without considering if the climt Hiatus ouch interaction. In the first case, an examle would be tho client who goes to the extensicn agent asking {cm advice. In tho cecal-douse, menoplncouldbctm contactmeulting fmvisits by flnoxtemimagenttotlu client sdtimt the latterhmingtaken the first stop to establish the cmtact, 1.0., agent—initiated custom. It. Also, it is suggested that when dealing with claws agents' We: as related to irmwativemss, Booms for the later miablo :3th be taken from Movetims intmzhmd or promoted by the otmgo agent. In this way it would be possible to determine more clearly, whit inflmnoo the ctmgu agmts ' characteristics m on the adoptim or rejection of new ideas. 5. PM, the feilm to establish the expected relatimehip mg m of the variables inclwed in the present m sight be dun (1) to possible W in the index-as, and (2) sole of imhvant 7G vwiablea (such as pew]. duracteristics) to be related to other attitwinal and behavioral vm'iables. Inwlioatioxfi for Action With the emeptim of experience, the extension agent's personal Wtios do not appear to affect the clients‘ nonnative behavior mdthoirottittdutomrdhim. Aftortl‘wextensionagonthasbemin thocommity forotimo itis mlikelytluthiepomomldmuoteriatioa age, will be taken into ccoamt. Father, ofimr not. relevant person-v clityfoctmoftlnagontwillbomoalimtforhincliontaohm theirintomt in mmdinfiumyinsdfiohtbextonsim agent perform his role to obtain his clients' benefits. Such is th- casa of the extension agmt's expat-imam For the mpmdmtu in tho present Mmem of experience of the extension agent was a mlmmnt variable. Pefimps they do not base their ngmnt mlwwmmyyomttnoxtmimogenthaabeenperfomghinmle. but perhaps how efficiently he does it. To show to his clients that ho is able to perform his job efficiently may effect has: well mat he says \dllboaooepted. Inthattdmn, dmgo agentamtbecapabloofdoing finirmxkadeqmtelymdboablctodemtmothattheyhavotm skills, «maxim, and practice sufficient to amnion the confidence of their elicits. APPENDIX A PAIRED COHPARISOI‘JS ANALYSIS 0!" SOURCE CREDIBILITY APSNG PEASANI‘S IIHFODUCI’IGi (he of the items contained in the interview schedule had to do with the credibility of different sauces of agricultmal information. The method of malysis used was that of Paired Ccrrparisons ths in which restses to 6 sources or "stimuli" were elicited, Ming a total of 15 possible pairs:L The sources were: radio, nauspapers, salesmen, neighbors, schoolteacher, and extension agent. The questicn asked and the presentation of the possible combinations were as follow: ”314. than you are aware of news about new agriculttmal techniques, which is more credible for you?" Radio , or Schoolteacher, or Neigmsors , or Newspapers Extension Agent Salesmn Extensim Agent, or Salesnon, or Newspapers , or Radio Scimlteacher moi-gm Schoolteacher, or Neighbors , or Radio, or Newspapers Extension Agent __ Salesman Neighbors , or __ Newspapers , or schoolteacher, or Schoolteadxer Extension Agent Radio Salesman, or Extension Agent, or Radio News papers Salesman Neighbors 1Total number of pairs is given by the fonmla: nC2 I n (n—l) 2 72 73 The presentation of the stimlus pairs must follow two criteria. 1. The position of the nembers of the pair should be alternated. In the previous example if in the first instance radio should appear 313953 the other nember of the pair then the next time radio is one of the elements being ompared it should smear m that mlth wi‘zich it is being com- pared, and the next time on top, 1d so on. If the members of the pairs are presented side by side, then alternate on a left-right basis. 2. No Heather of a conparison should be presented in two successive pairs. The purpose of this second phase in the study was to re-interview the same 160 re9pondents of the first phase. 01' the original sample of 160 a total of 130 were successfully re-intervicmed. The data presented here correspond to those 130 subjects. Credibility was defined as the degree to which an individual re- gards as accurate a source of coummicatim. The present study does not attenpt to distinguish the dimensions safety, qualificatim and dynaxfism as suggested by Lener't.2 The data will be submitted to: 1. Scale value analysis 2 . Graphical representation of the scale characteristics 3 . Sigrificance test for scale characteristics: It. The carputation of the Coefficient of Consistency Paired Carparism Analysis Pairedconparisons isanethodusedinordertolmowho’zpeOple judge severe]. stinuli, takingtwoatatine, andlmtheym-angethem in order according to the "weight" that each stinun has for the 2.1. B. Desert, Dinensions of Source Credibility, A paper presented to the Aasociatim for Edmation in Journalism, Syracuse, New York, August, 1963. 7% individual. This order of stizmfli based upon individual judgment is called a psydiolcrgical cmtinuum. Thurstcne has been the main contributor to the analysis of the psychological cantinmnn. In recent years since interest has been focused cn relating scale values of stimuli to the psychological scale values tl‘xexrselves rather than to those on a physical continuum, the methods have been called Esxcholcgical scaling methods. 80, "The problem of psydxological scaling is then to detenm'ne whether the r_1_ stimuli can be ordered on a psychological continuum with respect to the degree of the attribute each possesses.” (Emacs, 1957, p. 20). In our case we do not have a pl‘xysical continuum that would help us in determining the degree of favorableness expressed by each of the sources, but we can deterrents if they will scale along a psychological cmtinuun from least to wet credible. Our six stimuli (sources) are: radio, net‘spagnrs, salesmen, schoolteacher, extensim agent, and neighbors. Note that while we call these suppliers of informtion "sources," they are really a mixtm's of sources and media. Since they are all suppliers of intonation, hmever, we will treat them as being similar phenomena. To avoid confusion we will refer to these phenonena as sources rather thanmediafmmrmlm. Schematic Presentation": of Data Table I gives the frequency with which each coluzm stimulus (top of table) was judged mm credible than the row stinulus (left side of table) . The diagmal entries involving a con-parism of each source with itself are assumed to be equal to N/2. The total number of comparative judgnents for each pair of sources is 130, the nmrber of individuals '75 making the judgments. In Appendix A, Tables I, II and II, are elm-m here with all entries above and helm diaga'ml entries in order to check possible errors in computing the data. In nest presmtaticre, only the entries above the diagonal or belcw it are shown since they ccmplenent each other. For emzple, our 1‘" is equal to 130 subjects. In flayendix A, Table I entry 1-16 is equal to 33 and entry MI is equal to 97. Adding both the result must be equal to 130. ’I'ifis occurs hecause if, within 130 judgments, 33 prefer 1 over l0, (in judumb this particular pair), the m- maizflers should prefer I: over 1. Appendix A - Table I. Frequency (P) matrix for 6 sources of information judged by 130 individuals in three Colonbian villages Preferred source of the pair I-Ems- Sales- ikieigh- 3c} @01— Extension papers men bore Radio teacher fient Somme (1) (2) (3) (It) (5) (6) Sums (1) New‘Spawrs 55 so 72 97 98 118 sua (2) Salesman no 55 65 7a 10a no use (3) Neighbors 58 65 65 75 90 101! .*5? ('4) Radio 33 56 55 65 82 92 383 (5) Sdloolteaoher 32 26 '40 1‘8 65 81; 295 (6) Extension agent ..1.2. 20 2.6. .219. .35. 3.5. 29.1 Suns 200 322 323 397 I885 573 2.3110 Appendix A - Table II shows proportim of tines each colunn stimulus was nged more credible than the row stinnlus. The proportions were obtained by dividing the cell entries of Appendix A -— Table I by N (130). To check if data are correct, row stimulus plus its resyective column stinulus nust be equal 1. For example, row stimulus lt-l is equal to .25“ and column stismlus 14-1 is equal to .7H6. Row stimulus .2510 plus colum stimulus .7146 is equal to 1.000. Appendix A - Table II. Proportion (P) matrix correstding to the "P" matrix of Table I 76 News- Sales- Neigh- deol- Extension papers men bore Radio teacher agent Some_ (1) (2) (3) (0) (5) (6) (1) Newspapers .500 .692 .550 .706 .750 .908 (2) Salesman .308 .500 .500 .569 .800 .806 (3) Neighbors .006 .500 .500 .577 .692 .800 (0) Radio .250 .031 .023 .500 .631 .708 (5) Schoclteacher .206 .200 .308 .369 .500 .606 (5) Extension agent .082 .150 .200 .282 .350 .500 Sums 1.806 2.077 2.085 3.053 3.731 0.008 Note that in Appem‘lix A - Tables I and II we have arranged the sources from the least to the met credible according to the "votes" received by each me. This order is essential i_n_ knowing the distributim 9__f_ the legions sources and for firmer analysis 2: data. Newspapers are the least and extensicn agent the most highly regarded sources of infor- mation with the others distributed in between. In other words, we have armkoroeroftln sources accordingtodegree of credibility. Homncw on we can identify each source with the respective umber shown in Appen- dixA-TablesIdeI. _S_cale Values When a stinulus is presented to a subject, we expect some reaction frun him toward the stimli. This is called a nodal discrirxdnal process which Edwards defines as a "theoretical concept and represents the experi- ence or reaction of an individual («then confronted with Stimulus i_ and asked to make a figment of sure attribute." (Edwards, 1957, p. 21) The distributicn of all discriminal processes is assumed to be normal about the nodal discriminal processes. The man or median 77 discrminal. process associated with a specific stinu'ms is taken as the scale value of the stimulus. The standard deviation of the distribution of discriminal processes is called the discrindnal dispersim or diaper» aim of the discrindrml processes for such stimlus. In finding scale valtes equality of the discriminal dispersions is assmned. Appendix A - Table III gives the Z values of the ”P" matrix. The 3% 311133 of the different sources in term of its deviation from the mean of all of the scale values is given by the means of the “Z" values. Appendix A - Table III. "2" matrix corresponding to the "P" matrix of Table II _7 Sources 1 2 3 _ 0 ___ 5 6 __ 1 .000 .502 .136 .662 .687 1.329 2 «.502 .000 .000 .170 .802 1.019 3 -.136 .000 .000 .190 .502 .802 '4 “0662 -017“ --.19'-) 0000 0335 .5148 5 -.687 -.802 ~.502 «.335 .000 .375 6 —1.329 ~1.019 —.802 «.508 -.375 .000 (l) Sums -3.316 -l.533 -1.002 .107 1.991 0.113 (2) Means -.553 -.256 -.230 .25 .332 .586 (3) Means + .553 .000 .297 .319 .578 .885 1.239 The man of each column of the Z values expresses the scale value ofead‘lofthesixscuroesofinfcmatim. Asechedc,thesunofthe scalevaltnsslwuldbeeqmltozero. Itispcssibletomakethescale Velma positive without chafing the distance between any of the scale values nor the relative locatim of them on the psychological omtimrum by changing the largest negative scale value to a positive mnrber and adding that value to each of the scale values [See (3) bottom of Appendix A - Table III]. With this nettenetical manipulatim we have now obtained 78 an interval. scale of the woeived credibility of six agricultural infatuation sources as sham in Figne 2. 0.000 ' .300 ' ' .600 ' ' .300 ' ‘I. 0 News- Sales- Neigh- Radio Schocl- Extension papers nen bore teacher agent (0.000) (.297) (.319) (.578) (.885) (1.239) Fig. 2. Paradigm of interval scale Except for the difference between salesman and neighbors it would appear that the judged intervals batman sources is alrmst equal ( approx- imately 3 mite) . Scale Omrecteristics Assumptions Scales constnnctedaccordingtotheCaseVnodelofthenethod of paired couparisms have three assumptions. 1. Normality of distn'lxrtim of the discriminal processes 2 . Urddinensianlity of the psydnological continmnn 3. Equality of the varims values of the standard deviations of the differences (Honogemity of variance) Of the three assunptims those of miidiuensicnality and rmgaeity of variawe are of most concern. Except where distributiom very markedly deviate from mrmality tests of significance are relatively insensitive 73 to IUb-I‘DI’EEIHY‘]. m2 assumptions of midiuemiorality and mgensity of variance are subject to hspection in two ways. m: first is a graphical method, flutcfplottingtheZvalms inthethrixflableIlI) againstthe scale valms. The second refined is that of a significance test. First tie mirical method. Graphical Method mapiemofgaphpmdrwanabscissamdanordirmte plotting the scale values on the abscissa and the 2 values (Table III) on the adinate. For each scale value plot on the graph the 2 values for each source separately. For exanple, for Source 1 plot the coordinates: 0000 - .000 0297 "’ 0532 0319 " 0136 0578 " 0652 .885 - .687 1.239 - 1. 329 Do the same procedure for each of the 6 sources. By so doing we shall end up with 6 regression lines, one for eadm source (See Figure 3). Hopefully we shall obtain a set of parallel regressicn lines. The fact that such lines are parallel indicates the correlatims are equal (r12 II 1:13 a Tln)’ farce we have both widinensicnality and equal variances (halogeneity of varimce). 'Ihe regression lines in Figure 3 though dram parallel to each are in fact very nearly parallel in reality. If one were to compute the slope of each regressim line and plot them (as in Guilfcrd, p. 127) one would mdcubtedly obtain remricably similar re- gressim lines. This visual technique is very useful and easily acco'rplished. . ‘ I _ , A . . . . , 1 u . o - n | . \ o I > ' - O O o (“v r“ ""- A'J‘ CG T. “4‘ 5"; b———-V-$-v ‘ -v'.l b n I 0 It is :meible to do a test or eiy‘ificance for the clismoeparn“ s batman the observed err-.d theoretica. prop-ordeal; . Pbstellor (1351) de- mlcped a 1-12 test for such a purpose. The test of c mificmoe is a team of d-temfi.nin,; win-tier the assrrjpticns invoked in the case under study are enable for a given set of data. Tress assuptims are , again: 1. Normality of distribution of the discrimm pmccsses 2 . Unidirzensicnality of the psydiologcal continuum 3. Equality of the various values of the standard deviations of the differences The null hypothesis can be stated by saying that the assmptims expressed are tenable. The alternative to the null hypothesis is that the null hypothesis is incorrect. The following tables and operations elm the results of such a test of sigiificmce with our data mder study. In general, the test is based upcn the transformation of both the theoretical and observed pmpcrtims (the inverse size tmsfornatim, developed by Fisher, 1922). Velma for entries in the cells in Appendix A - Tables IV and V are provided by a table of the angular transfcrnatim of permntages to <12ng (see wards, Table II, pp. 208-450). Appendix A - Table IV. Values of a crurresponding to the empirical proportims - p -- of Table II Sources 1 2 3 u 5 6 1 ......... 3 £31.90 £5.00 ----- It 30.26 H.013 00.57 .......... 5 29.73 26.56 33.71 37.n1 ----- 6 17.66 23.11 26.56 32.71 36.51 --- Z values (trans-— formed from P matrix) Scale values ——@————-:—4- ...1 / " 1.3 1.2 1.1 1.0 .l 3 .i -02 -l.0 "lol ”102 “103 | .3 .u fig .6 07 .8 / 1W / 5 / ‘ / / / / 5/ /V / Key for sources 59/ l. NeWSpapers /6| n 20 Salesnen 3. Neighbors ll. Radio 5. Sdloolteacher 6. Extensim agent Fig. 3. Paradigm of paphical relation~ ships between scale values and Z values Appendix A.- Table V. 82 Values of 9' correspmdilg to the theoretical pntmxuticns ~ p' - of”Table III Sources 1 2 3 u 5 6 1 ......... 2 38.23 ~---- 3 37.76 un.u8 ~-- u 32.08 38.59 39.11 ~-——- 5 25.70 31.82 32.33 38.00 --—- 6 19.19 2u.58 25.03 30.26 36.99 ....- Appendix A ~ Table VI. Discrepancies in values 9 - 9' for entries in Table IV and V Sources 1 2 3 h 5 6 1 ........ 2 -fl.52 -—--— 3 6.1% 0.52 ~--— 6 ~1.82 2.uu 1.66 —--- 5 “.03 -5.26 1.38 -0.59 --- 6 1.53 ~1.u7 1.53 2.65 -0.98 --- The fonrula used in order to obtain the value of iis: (o — 0')2 321 T 108.9746 8 17.16 5.32 x2 a 01" X2 3 The degreescf freedcxn are given by: df 8 (n-1)(n-2) “'“2 or df 3 (6-1)(6~2) I 10 I 83 looking art a table of chi-square distributions we see that with 10 degrees of freedom, the pmbability P of obtaining a value 3:2 equal to or greater than 17.15 is between .10 and .05 when the null hypothesis is true. If it is regarded, in our case, as significant those values of xztl'xathaveaprobabilityof .050r1ess, thentheobsemdvelmmuld have to be 18.307 or larger. Since the obtained value is 17.16 we fail to reject the null hypothesis and we assure that the assmptims (1. normlity of distributicns of the discrintirml process; 2. midimsnsim-v» ality of the psychological cmtimun; 3. equality of the variom valtes of the stmdard deviaticns of the differences) are tenable. If, hmever, the 1:2 had been statistically significant we would conclude that one or sore of the assurptims have been violated. The next stepisto determine which meorcneshavebcenviolated. It is usual to check first for rm-houogeneity of variance of the standard de- viations of the dfl’ferences (Assumption 3). This is accomplished using what sums cells the "Case III solution" (pp. 165-168). If mder this test the x2 is not significant then it is assumed that mequal variances camedthe initialxztobe significant. If, mtheotherhand, thexz underCaseIIIissigfifioant, tlmpresmablymeorbothofthere- mining assumptions (normality and unidinensiouulity) have been violated. Here we turn again to the graphical presentatim Figure 3. If the re- greesimlinesarenotparenelwhichistosayrutrntrlmwedo not have a midimnsional scale. 0n the other hand, if the regression lines are parallel then the assmzpticn of normality met have been grossly violated or there is sorrething inherently wrong with the selectim of stinuli (e.g., they are excessime ambiguous). Having had to resort to the graphical method once the scale values have been determined. 3.1. P. Guilford, Psychotretric Methods, New York, nests» run, 1956. 8'4 drcular Triads and the Coefficient of Consistency In making paired conparism judgnmts, a subject may sometime be incmsistent. Inmistmcies result any time that circular triads are present in the n(n-1)/2 judgmnts. An emwle can illustrate what is neant by circular triads. If a subject says that he prefers Radio over Neighbors, Neighbors over Extension Agent, md Extension Agent over Radio, we have one cir- cular triad and the individual is inconsistent in his judgment. Graph- ically two situations can illustrate the situatim: 1. No circular triad: R >N $12 2. Cirmlar triad: R————+N \E/ Of course, the sore circular triads for a given subject, the more in- consistent he is. These inconsistencies can occur for several reasons. ibr example, the subject my be disinterested in the interview and there- fae careless in his responses; some of the statements may fall so close together on the psychological continuun that the judgments are exceeding- 1y difficult to make; or the interviewer may have been careless at the smut of checking the answer in the questiamaire. The Chefficient of Cmsistency was developed by Kendall (19%). First it is necessary to determine the umber of possible circular triads Mommminapartiwlarset ofjuigrents. Ifthenmlberofstimfli (sources) tobejudgedisodd, the ferrule teed is (n3—xo/2u. If the nunber of stimli is even, as in our case, then the fonmla is (ha-unNle, mere g is the umber of stimuli. So,c.'r.-n3 4m a 216-21! :8 T ""217." 85 Therefore, eight (8) are all the possible nunber of circular triads that a.subject can.have when judging 6 stimuli. The coefficient of'Consistency (C.C.) may be dbfined as: 2nd where: _d_is the observed nunberof n3 - an circular'triads, and CaCo 8 1" n;is‘the number'cf'stimuli (5‘3). is for even number of stimuli) If a subjectrnekes.theumaximumhnumber'of circular-triads, that is, 8, then.his coefficient of consistency'will.be: (210d COCO ' 1 "' n3 - 0n (20(8) I 1 .- 8 0 215 - 24 On the othsr'hand, if the respondent does not have a.singls circular triadh then.his coefficient of consistency‘will.ba 1. In.other'words 1 is the highest level of consistency that an individual would.obtain. Table VII shows the frequency fer‘l30 respondents in computing their individual coefficient of'consistency. Appendix.A.~ Table VII. Obefficient of'consistency for'130 respondents in three Colombian villages (maximumanumber'of’possible COT. . 8) No. of’Circular' Coefficient of Freq Triads consistency P.V. S.R. C.B. Total 0 1.0000 31 9 2“ 5n 1 .8750 9 3 3 15 2 .7500 11 5 7 23 3 .6250 2 u 0 10 0 .5000 2 S 1 8 5 .3750 2 1 1 u 6 .2500 0 0 u u 7 .1250 0 0 1 1 8 .0000 0 0 1 1 Total 57' 27' 55' 155 w 85 If we divide, arbitrarily, the subjects into grape with 21.1w and low cmsistency, and if we ccmsidtar as a cutting line .6250 and above for high consistency and belt»: .8250 for 10w consistency, we find that in fireblo Viejo 93 per mnt of the resgunents are highly weistmst, in San Rafael 78 per cent, and in cm Esquinas 83 per cent. Taking all the 130 subjects we have that 86 per cent can be considered as highly consistent in the judgmnt of the six sources of inf .reticm through the paired mesons nethod used in the study. In a certain sense the Coefficient of Consistency is mdmdmt inflatifitsvalmisverylcw, intenmelincomistmcyeadsts inthe scaleandcneormofthe assmtimsmeyhmbeenvioleted. Cnthe other hand, the investigator may be interested in individml or group differences with respect to their ability to make carpamtive judgments or perhaps cmditicns under which subjects are more prone to be incon- sistent. In such cases it is useful to determine degrees of consistency by the foregoing method. Summary and Implications m Six some of agriarltm'el informatim (newspaper's, salesman, neighbors, radio, schoolteacher, and extension agent) were presented in all possible pairs to 130 subjects in order- to be judged on the basis of their perceived credibility. Sources were located on a psychological continuum in which the extension agent was the most credible source and newspwers the least credible Barres. Salesman md neighbor-s mre found located very close to each comer cn the continuum. In such cimnstmces an interdxange of 8? them in their location on the cmrtinmnn could be expected. In testing for significance it was found that the assxmptims involved in the we mder study were tenable. 'Ihese assunptions were: 1. Normality of distributim of the discriminal processes 2. midinensionslity of the psyd‘sological oontinmnn 3. Fatality of the various values of the standard deviaticms of the differences Eighty-six per cent of the respaxients were found highly con- sistent in the judgnent of the six sources. High mistency was de- termined for thme with scores above .6250 on a "0" to "1" range. Implicaticms Several implications are to be derived from the previous analysis bythenethodcfpairedcowerisons. firemwelommratsmare more credible and what sources are less credible for agriwltlmal infor- mim in the three villages studied in Colombia. We know, for example, that the extension agent and the school teadwer are the most appmriate sources for transmitting agricultlmal informetim which will be believed to those peasants. To smd agricultural infonnatim W newspaper-s, salesmen, or neigiflzore implies a lesser degree of belief in the informa- ticn as a fumtim of the lesser degree of credibility assigmed to these sauces. Such findings have pmctical replications for the diffusion of agriaxltm'el information. As a result of the foregoing analysis, we know how six” sources were "weiguted" on the basis of credibility. More sources can be evalu- ated and located in the continuum For exanple, television, priests, mayors, negazines, extension booklets, and so m, can now be located on 88 the psychological witinuun of source credibility. By asking respmdents to compare the credibility of these latter sources with those whose positions on the continuum are already loom, it is possible to assign a credibility rating to them. This points up to the necessity for care- ful selecticn of sources (or whatever the scale to be constnxrted pur- ports to treasure) such that those selected represent or cover as such of the credibility continuum as possible. If for instance two sources not previously used in the development of the scale are presented for carparism and the respondent indicates he prefers both of then acre than the most preferred (credible) source 01 the scale, the investigator hasmway oflmowingrmmchmre credible theyareorforthat matter, how nmh more credible one is than the other. 'Ihe foregoing analysis has been based solely on a believability questim. It would seem appropriate in light of the recent work on the dimensions of source credibility to attempt to determine peasant farmrs' bases for evaluaticn of sources and in particular what diuensims of credibility are attributed to what extent tome various sources of infonnatim. APPBIDIX B DESCRIPTION OF THIS GLANCE was 90 THE {Em-{SIM AGENT The Coloubian Departmnt of Agricultme has a Special section dedicated to the extension service. Within it, two main branches have been operating; the agicultmel extension service mud the hone eccnanics service. One of the functions of the agriwlturel extensicn agent is to advisethe farmpoPulatimmways ofinprcvingstandardsofliving through the use of inprcved agriwltmel tedmology. The extensim agent's duties are, mung others, to introduce new or 111de plant varieties after scientific testing in the various agricultural experi- sentstatimsthmghmrttmcmmtryandtointmdwesuchagicultmel products as fertilizers, weed-spray, insecticides, etc. In this sense the extension agent constitutes the link between farmers and modern scientific tecmology. The main objective of the change agent is that of getting the farmers to adopt the program he recommends. Training for extension agents is carried out in vocaticnal agri- cultural institutes. The training period is two years, after which the agents are sent out to the various ccemmities. In met cases change agents are faced with lack of adequate supplies for performing their role, inadequate salaries, and political influemes. InAppendixB-Tables I andII slmtheextensim agent's diarecteristice andthemmtmdfrequencycfclientperceiveddis- crepmcies . TIE SGIOOLJ‘EAO‘ERS In 1961 there were “8,529 primary teachers in Colozrbia, which means a ratio of one teacher for every 56 students enrolled in primary 91 Appendix B — Table I. Extension agent personal characteristics (actual and ideal) Personal Actual Mean "ideal"jeam Characteristics years P.V. S .RT C .E. Age 30 36 33 36 Education 1% 8 10 11 Experience 6 11 10 11 Appendix B - Table II. Annunt and frequency of discrepancies for the extension agent's characteristics Anomt of Frequency of discrepancies discrepancy P.W RR. 0.13. _ (actual Educa- Ecper— Edma—Exper— Bduca- Ex‘per— minus Age ticn ience Age tim ience Age ticn ienoe ideal) (30) (ll!) (6) (30) (ll!) (6) (30) (1") (6) No dis- crepancy 16 o 1 6 o 1 6 o 2 1 to 5 years 11+ 29 no it: 11 19 15 35 30 6 to 10 years 20 22 u 5 7 8 15 8 5 ll and nore __g .1 13 7 1n 1+ 10 2 __9_ w ‘— ”m Total 58 58 58 32 32 32 M6 96 M6 Note: actual years in parentheses. schools. Only 31+ per cent were teaching in the rural areas. Ancng rural teachers 78 per cent received primary educatim mly. There are 2292 Normal schools which train an average of 1,800 teachers per year. But this nmnber is largely insufficient to cover the educational needs of the comtry. In 1958, 56 per cent of the primary teachers did not have either a bachelors degree or a teaching certificate. In addition to the insufficient training of rural teachers, there are few incentives for them. To live in the rural areas of Colombia, {:2 in nest cases, means hardship. Salaries are low ($60 to $70 sonthly) and frequently paid after several earths delay. {busing facilities are often very poor ad in addition to serving as living quarters for the teacher, serve as classrooms. Elany rural Colombian schools are quite isolated from cities and teams. ‘l’eactirg aids and supplies are dif- ficult to acquire and seldom used. The sdwolteachcrs of the present study, while not enjwing the best possible conditions in rural Colo-skis, are better off than their comrterparts in the even more isolated regions of the country. Tables III and Iv in .Agpendix B Show the schoolteachcrs ' dzarecterb istics and the amunt and fregmcy of climt perceived discrepancies. Ag-pendix B - Table III. Sdrcolteacher personal characteristics (actual and ideal) Characteristics ‘18 Education I rience Village «1: dc * mt film W Pueblo Viejo 5M 32 10 10 35 9 San Rafael 21 32 9 10 3 9 Cuitro Esquinas 35 33 12 12 12 9 *Haan years 93 Appendix B - Table IV. Ammt and frequency of discrepancies for the schoolteacher' 3 characteristics Amunt of dismpancy (actual Educa- Expen- Bduca— Exper- Ilduca- Exper- minus Ase ticn ience Age ticn ience Age ticn ienoe ideal) (30) (1M) (6) (30) (11+) (6) (30) (1M) (6) No dis- 0 20 0 O 0 0 8 6 0 crepancy _ 1 to 5 2 31 0 6 15 22 21 35 26 years 6 to 10 2 6 .0 13 16 8 10 2 19 years 11 and 50 l 58 13 l 2 7 3 l more “mflwwfiw—w Total 58 58 58 32 32 32 H6 #6 #6 APPENDIX C MATRIX OF ZEFD-OREER AND FIRST-DRIER PARTIAL CORTGZLM'IGJS 493 .58 En So 05 pm ”Emofluhwwm «a .Hm>mH 9cmo_uma m>mu any Hm Hemomuwcmwmc 95 III mmmcm>wum>ocCH .OH 2:. 2.... Bay-63 33:86“? «3.3% H38. .m cameo. 050.: III mocmumwv 368 .m 9.6.6 2.0.- $9.. 20... 3.. H35 1 mucmamnumaq .h d5... :53. 30.... £5... ...... gflflwo : mucwamaomdu .m «.5... Re. 80.- 08... m8... 1... 83% I mucmawnomfia .m :mo.a .«mom. $10.: mmo.s ¢¢mmh. :mo. an: awn a mucmmwaomfin .: 93. 08. NS... :3. N5. 33... 3o. 1... 332..”va .m 33“. 2.3“... :3. m8. 252... an... .33... 38a. 1... Raga .N 3°... :2. 8o... .53. m3. $2.... «SH. 96.... m2... .2... 63:8 A 3 m m K. m. m 3 m N H 833.5, $3393 «5 £3 mason gang 328 9B gg E» .8668 H308 .flflpfiumufimfinfltm no 953353 no g .H «23 .. 0 x33 96 426.” “Ema 90m 80 93 um ufioflwcmwm .8 493 “.50 pan 9E «5 um #63363. owe... moo... «man. 1394.. moH. :mo... auburn HMPHRME gmgmwa m8: m8: m2: and- So... .34.. 88¢“wa mac.» 36mg 23. 2:. 8H... 3:... m8: So... 83% .. >92ng :8... m8... LS... 2.34.... ms: 9H: emu .. Egg a .u .u .u a .u mmfiflpflw raglan having gufim hmvuouonmN pflvuonuwufl 98.8188 .6380 bfinafigfl bfiwgg “Emu figuxm $5. 5.3 g m3§> 353 9B gag can inflammawg no 305% H368 5 mcflaobgv «5339500 .33 ngpmufiu can $533380 new; .HH 6.33. .. 0 x33 97 493” ~98 .8“ So an» ab Eflafi: 423 p80 .39 9m «5 en Emofiaflm. 51H. cmmH. has. mmo. m:H. hmH. 9.59m Hug s mucwmwnUmfiQ mmo. med. cNmN.I ccmmu.l hmo. ~30. mocmenmmxo uapm a mucmmmaumuu :mH.I mmH.l hOH.I mHH.I ‘mmH.l Q:mH.t :UHumusvw I hucwawBUMfin mod. «mad. czmd.a «mad.» 31o. was. awn I mucummaumfia .H .H .H .H .H .H «Avg-Pg g8 935..“th g8 988:3 g .6380 fiagu bfiwflvea $33.5, 92083093 «5 £3 5% gang ESE 93 3353.6 n5 gfiwufiYmfinfipfi no A855”. H308 8 mcwaaonucoov mcowamamaaoo Hmwpnma.nmogonumaau can m:o«uu~muuoo.nmw3010nwu .HHH oanma a o xwwcmmq< APPEE‘J DIX D ITEZIS FROM THE INI'ISRVIDN SC": ILEUIE LTILIZED IN THE PRESDET STUDY (Translated from Spanish) 99 ( - ____. __> Nmrber in T 2 T the map I 7 7 7 MGiIGN-J STATE UHWESITY FACATATIVA DII'T'USIOI-J \E—S'I'UDY 1965 Interviewer Name Date /7 Pueblo Viejo Revisor _ Village: 77 San Rafael Time of starting E (intro Esquinas Time of ending Note: That the respondent should be the same whose name appears at the top of the page. I am a university student from Bogota. We are interested in krming your Opinims about some agrimlhmal problem in this village. 32. Please answer if you agree or disagree with the following opinions: 32a. In this village I would like to l‘zave the: ( «) sde 25 a) extension agent: 1370— TAT (TITO—:7 m m 1 2 3 u 5 (w) sdm b) schoolteacher: l 2 3 u 5 32¢. I would like to have more frequent visits from the: (____) sdm a) sohoolteadmer: RED" W W... “(ET rm... 1 2 3 u s (___) see (_____) sclm 3 (m) ads 3”. ( . - ) WJFJW ( ) u‘eTua,50 (____ __ _) ( ) W533?)- (_ __ _) 3S. ( ) 130 b) extension agent: zeaAj rm. (N060) T5; (3.1).) l 2 3 H 5 32d. If I had a nerriageable dingl'xter I would like her to marry the: a) schoo lteacl‘xer: mmnmmm 1 2 a u 5 b) extension 5 gent: i {SA} (A) (21.0.7 C97 (3.1).) l 2 3 4 5 When you are were of a news about new agricultural techniques , whom is name credible for you: radio radio extension agent T "'1' "'1‘ neighbors extension agent schoolteacher T T T neighbors extensim agent schoolteacher __ .1. _. newspapers neightors radio T T T newspapers newspapers ne ighbors I" "I '1' radio extension agent schoolteacher T T T newspapers salesmen radio ”I T schoolteacher- neighbors salesmen T W T ____ salesnen extension agent __ schoolteacher l T l newspapers salesmen salesmn T T In the last 12 nont‘ns have you spoken with persons from the Extension Service? No Yes ‘— .—. 35a. How many tines? (per year) ( CD <__> <__) <____) <____) L.) <____) < > 35. 101 In the event that you.have to nominate a person as extension agent to be 36a. 36b. 36c. 36f. for‘tnis village, how many years would.you likelhhm in: Age? years Experience as extension agent? years Studies (education)? years Would.you like him to be: single nemwied no answer 37. What opinion do the inhabitants of this village have of the extension agent? sde sdm sde sdm “0. Good: 38e. 38f. very __,a little _5’ H -§'don't know ‘i'a little "I' very I would.not like to be a friend of the: a) extension agent: (€35. (33' (3.0.5 1T3. S.D. 5 H 3 2 b) schoolteacher: ISA) m (Piece) m on o 5 H 3 2 1 When I need help I feel it is not good to go to the: a) extension agent: (OJ-m m (N060) m (gone) 5 u 3 2 l b) schoolteacher (5373* (ET (216. 7 155‘ TS 275.) 5 M 3 2 1 In the last 12 months, have you spoken about agriculture with the schoolteacher? No M an. Yes How many times? (per'year) I+1. ( ) 6:.) I32. (___> (_____) H6. ( ) 102 In the event that you have to nominate a person as school- teacher for this village, how many years would you like him to be in: 141a. Age? years l+113. Ilm‘erienw in teaching? years lilo. Studies (education)? years What opinion do the inhabitants of this village have of the schoolteacher? very a little T "I? don ’t know “3' a little Good: Bad: vary .1. Would you like him to be: single “2c. __ married 2 no answer Respondent ' 3 status among the peasants of this village: (interviewer rating) __ very high Items corresponding to innovativeness, at Stage I (1963) of the research. 193 9. Had you used ( ) in your farm: When used Actual No use Item first tine (yr.) use yes no ____ 9a Insecticide ‘ __ 9b Potato fungicide __ 9c Chemical fertilizer ‘__ 9d Weed-killer 2, u-D _____ 9e Hand-sprayer __ 9f Feed concentrate ____ 9g Chicken vaccination _ 9h Chicken varieties ...._.. 9i Black leg vaccination for cattle __ Sj Vaccination for hoof and mouth desease ____ 9k Soil disinfection __ 91 Use of tractor __ 9m Vegetable garden ___. 9n Diaool narino (wheat variety) 90 Panda pastuso (potato variety) Puma (barley variety) BIBLIOGRAPE LY Beal, George 14., and Everett M. Rogers (1358). "The Scientist as a Feferent in the Communication of New Technology." The Public Opinion Quarterly, Vol. )GCII, No. 15, pp. 555-563. Sealer, Robert (3., Fern K. Willets, and Gerald W. Bender (1963). “Religious Exogary: A Study of Social Distance." Sociolo;_y and Social Reece-1rd), Vol. ’48, p . 69-79. Berelson, Baum, and Gary A. Steiner (1961;). Htman Ihl'lavior, an Inventory o___f_ Sciertific Findir 53. New York: Harcourt, Brace 8 woriijo Bhosale, R. J. (1960) . "Relative Effectiveness of Extension Techniques for Popularizing Ina-moved Vegetable Growing in the Intensive Cultivation Sdzem Area :‘-’angloi." 14.8. Thesis, flew Belhi: Indian Agriwltrmal Research Institute . . Bogardus, Emory S. (1926). The New Social Research. Los Angeles: Jessey Ray Miller. (1928). Ignigration and Pace Attitudes. Boston: Heath. (1931). Oontenyomry Sociology. 1.08 Angeles: University of ‘ California Press. (1933). "A Social Distance Scale." Sociology and Social Research, Vol. 17, pp. 265—271. Bose, S. P. Social and cultural Factors in Pam Managexrent Efficiency." Calcutta, India: West Ben gal (India) Dent. of Agriculture, Socio- Economic and Evaluatiom Branch (wipu‘olisned) . Canpbell, Herbert L. (1959). Factors Related to Differential Use of Information Sources. VHS. Chassis, Aves—rlwazwlwa State figwmiw. Castello, Gloria T. (196%). "Sor elnsights on the Hunan Factor in Over- condng Barriers to Adequate Food Supply." Paper presented at the Symposium on Overcm Barriers to Adequate Food Supply - Manila, Philipoines: Philippine Association of Nutritionists, Science Pavillon, National Science Davelopxrent Board. Chou, Teresa (1966). ncmomly in Interaction Patterns in the Diffusion of Innovations in Lalomran Villages ILA. 'lnesis, Last Lansuxg, ~_-.—. 111cm. an wState University. 10”. 105 Cohen, Arthur R. (1963+) . Attitude flange and Social Influence . New York: Basic Bodzs. Capp, James H. (1956) . Personal and Social Factors Associated with the o "" “"-‘:—': w'fi“. -. Adoption of Reconm'znoeoTarm Pract ices Arena Cattlerren . Nam rattan , “i T“: 7"“ '1‘". I """".‘“.'"”" "“ ”‘_."“"""~ :7" - .. "“' W” ‘" Fa“. ”‘ ~1— - ‘ hansasz KdHSuS 1\;:_;I‘.LCLfl.thefl. L'.}<.‘x~.:’z‘l.n:'c£‘1t Station, 16C} mical Bulletin 83. Dahling, Randall L. (1962). "Shanmm's Information Theory: The Spread of an Idea.“ In Wilbur derairm, ed. , {Birdies of Innovations and Commica- tion to the Public. Stanford, CalifE—Institute for Con'nmflcatim -..—-_ f @1111! f3q%.1miisonz 1.....ccno1n “5,11 iculrurc". 14x,xér1..: 111111;“ Station Research Bulletin 183.