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28/12/2015 1
Pathways Less Explored – Aspirations, Locus of Control,
and Agricultural Transformation
Alemayehu Seyoum Taffesse (IFPRI),
Fanaye Tadesse (IFPRI)
African Economic Research Consortium (AERC)
Plenary Session on
“Agriculture and Structural Transformation in Africa”
November 29 – December 3, 2015
Addis Ababa, Ethiopia
 Motivation
 State of African Agriculture (no statistics)
 Pathways less explored – psychological and social influence
that can complement, accelerate
 Conceptual issues
 Two concepts – Aspirations, Locus of control
 A schema
 Applications to Ethiopia
 LOC and adoption of modern farm inputs;
 Summary of work on aspirations
 Observations – so what?
Outline
28/12/2015 2
Motivation – State of Agriculture
28/12/2015 3
 Summary – Outcome state
 low and slow-growing productivity,
 Summary – Conditioning states
 limited capital stock (physical, human, infrastructural, natural),
 weak institutions (imperfect markets, property rights, civil service
including agencies of public service delivery, early-warning and
emergency assistance systems);
 exposure to shocks (natural, market, political);
 Policy Instruments
 public investment (research and extension services, education, health,
infrastructure);
 reforms – effective policy making process, land reform, public sector
reform, incentives (taxes and subsidies, interest rates, regulation);
Question: Are there complementary pathways not yet used?
Motivation – why do poor people underinvest?
28/12/2015 4
 Underinvestment by the poor – a source of persistence in low
productivity, poverty, and inequality
 Focus 1 - ‘external circumstances’ and ‘opportunities’.
Low returns to investments; Unexploited opportunities due to lack of
information or knowledge; Social constraints;
 Conceptual – ‘opportunities’
 Focus 2 - constraints associated with the manifested attributes of
decision makers
 Identity issues: sense of self;
 Psychological issues: impatience, commitment, and psychological
barriers
 Aspirations failure
Conceptual Issues – Two Concepts
28/12/2015 5
 Aspirations (Lewin, Simon, Appadurai, Ray, Bernard et al):
 are goals or preferred boundary-states with respect to a relevant
domain of choice (future-oriented);
 differ from expectations – preferences vs. beliefs;
 important for analysing and/or addressing behaviour – motivators,
heterogeneous, context-dependent and changing;
 Locus of Control (Bandura, Rotter, Levenson, Hill):
 a person’s belief regarding the primary causation of events in his or
her life in general or in a specific area;
 ‘internal’ vs. ‘external’;
 deemed a powerful influence on personality and behaviour;
 used to predict behaviour in a lot of spheres (health, education,
employment …)
28/12/2015 6
Conceptual Issues – A Schema
Preferences -
Aspirations
Aspirations
gap
Preferences -
Others
Experience
(personal,
collective;
including
shocks)
Figure 1: Conceptual Schema
Beliefs (locus of
control, self-
efficacy,
expectations. ...)
Behaviour
or actions
Environment
(economic,
cultural, natural,
institutional, …)
28/12/2015 7
Premise – Poorer households use less modern inputs
 Low productivity and poverty
persist;
.3.4.5.6.7
1 2 3 4 5
5 quantiles of wealth_index
95% CI predicted fert_use
.1
.15
.2
.25
.3
.35
1 2 3 4 5
5 quantiles of wealth_index
95% CI predicted improved_seed
36% - Fertilizers
121% - Improved Seeds
Chemical fertilizers and
improved seeds = 20% of
crop yield growth during
2005-2013 in Ethiopia
(Bachewe et al. (2015))
28/12/2015 8
Premise – LOC a possible pathway
Measuring LOC: Binary
Survey
LOC-
Destiny (%)
Number of
Observations
Ethiopia - PSNP 2008 25.8 4,360
Ethiopia - ERHS 2009 30.9 2,068
Ethiopia - PSNP 2010 32.3 4,619
Ethiopia - Aspirations Survey 2010-11 37.7 2,068
Ethiopia – AGP Baseline Survey 2011 35.3 7,896
IFPRI Pakistan Household Survey 2011 58.1 1546
Malawi Rural Household Survey-2011 27.0 671
Ethiopia - FTF Baseline Survey 2013 30.3 6903
Ethiopia – Transport Survey 2014 31.4 775
“Each person is primarily responsible for his/her success or failure in life.”
“A person’s success or failure in life is a matter of his/her destiny.”
28/12/2015 9
Premise – LOC a possible pathway
Locus of control – pared down version of Levenson (1981)
C To a great extent my life is controlled by accidental/chance happenings.
O I feel like what happens in my life is mostly determined by powerful people.
I When I make plans, I am almost certain/guaranteed/sure to make them work.
C Often there is no chance of protecting my personal interests from bad luck happenings.
C When I get what I want, it’s usually/mostly because I’m lucky.
C My experience in my life has been that what is going to happen will happen.
O My life is chiefly controlled by other powerful people.
O
People like myself have very little chance of protecting our personal interests when they
conflict with those of more powerful people.
C
It’s not always wise for me to plan too far ahead because many things turn out to be a matter
of good or bad fortune.
O
Getting what I want requires making those people above me (people with higher status)
happy with me.
I I can mostly determine what will happen in my life.
I
I am usually able to protect my personal interests (I can usually look after what is important to
me)
I When I get what I want, it’s usually because I worked hard for it.
O
In order to have my plans work, I make sure that they fit in with the desires of people who
have power over me.
I My life is determined by my own actions.
Measuring LOC: Four-level (Likert-type) semantic scale (Strongly disagree,
Disagree, Agree, Strongly agree)
28/12/2015 10
Results – LOC and Wealth
7
7.5
8
8.5
9
1 2 3 4 5
5 quantiles of wealth_index
95% CI predicted LOC_others
11.5
12
12.5
13
13.5
14
1 2 3 4 5
5 quantiles of wealth_index
95% CI predicted LOC_internal
8.28.48.68.8
9
9.2
1 2 3 4 5
5 quantiles of wealth_index
95% CI predicted LOC_chance
 Poorer individuals have
lower (higher) internal
(external) locus of control (7-
17%);
 Also holds for the AGP and
Transport Surveys;
7
7.5
8
8.5
9
1 2 3 4 5
5 quantiles of wealth_index
95% CI predicted LOC_others
11.5
12
12.5
13
13.5
14
1 2 3 4 5
5 quantiles of wealth_index
95% CI predicted LOC_internal
28/12/2015 11
Results – LOC and Wealth
LOC-
Internal
LOC-
Chance
LOC-
Others
Gender (Male=1)
0.353*** -0.324*** -0.424***
(0.128) (0.125) (0.133)
Age (Years)
0.007 0.004 -0.012
(0.020) (0.021) (0.021)
Schooling (Years)
0.068*** -0.004 -0.03
(0.024) (0.024) (0.023)
Wealth Quintile
0.183*** -0.136*** -0.185***
(0.065) (0.041) (0.043)
Constant
12.246*** 8.956*** 8.757***
(0.480) (0.512) (0.532)
Number of Observations 5925 5925 5925
The LOC-Wealth relations hold after controlling for age, gender, and
schooling of the respondent
28/12/2015 12
Results – LOC and Aspirations
Item Overall Aspiration
Gender (Female=1)
-0.159
(0.000)***
Age (years)
0.003
(0.088)*
Age Squared (years)
-0.00
(0.020)**
Highest grade of schooling completed
0.132
(0.000)***
Wealth
0.013
(0.608)
Locus of control - Chance
0.034
(0.152)
Locus of control - Powerful Others
-0.004
(0.907)
Locus of control - Internal
0.106
(0.000)***
Constant
-0.486
(0.001)***
N 1631
Villages 63
F( 8, 55) = 32.20 0
28/12/2015 13
Hypothesis – LOC and Poverty
 Poorer individuals have lower internal (higher external) locus of
control;
 A feedback loop linking LOC and poverty?
 Poverty lowers internal LOC, but is not a complete determinant;
 Weak internal (or strong external) LOC discourages ‘investment’ by
the poor;
 Poverty persists …
 Explore the hypothesis in relation to adoption of modern inputs by
farmers in rural Ethiopia
 Three surveys – AGP (2011), FTF (2013), Transport (2014)
28/12/2015 14
Specification – Modern Input Use
Specification - Probit (Multivariate Probit) regression of fertilizer use,
improved seed use:
Controls:
 Respondent’s sex, age, schooling, LOC scores;
 Household wealth;
 Number of working-age male members in the household,
 Household landholding (hectares),
 Soil fertility,
 Slope of plot,
 Access to extension services (yes=1),
 Land certification,
 Average distance of parcels from the homestead (minutes),
 Distance to a permanent market (km),
 Fraction of landholding cultivated with cereals,
 Off-farm and/or non-farm income (yes=1),
 Access to credit (yes=1), rainfall (mm in logs)
28/12/2015 15
Results – LOC and Modern Input Use
Marginal Effects
(FTF Survey (2013))
Fertilizer use Improved seed
Locus of Control - Chance
-0.012*** 0.000
(0.003) (0.002)
Locus of Control - Internal
0.003 0.003
(0.003) (0.002)
Gender of Household Head (Male=1)
-0.014 -0.032*
(0.019) (0.016)
Age of Household Head (Years)
-0.001 -0.003
(0.003) (0.002)
Schooling of Household Head (Years)
0.009** -0.001
(0.003) (0.003)
Wealth Quintile
0.043*** 0.035***
(0.009) (0.007)
Number of Observations 5639 5639
Wald test 311.04 124.89
P-values 0.000 0.000
28/12/2015 16
Results – LOC and Modern Input Use
Marginal Effects
(AGP Survey (2011))
Fertilizer use
Improved
seed
Locus of Control - Chance
-0.001 0.000
(0.003) (0.002)
Locus of Control - Internal
0.002 0.001
(0.003) (0.002)
Gender of Household Head (Male=1)
0.075*** 0.039***
(0.017) (0.012)
Age of Household Head (Years)
0.010*** 0.005**
(0.002) (0.002)
Schooling of Household Head (Years)
0.012*** 0.006**
(0.004) (0.002)
Wealth Quintile
0.011 -0.003
(0.007) (0.005)
Number of Observations 7445 7424
Wald test 414.64 250.61
P-values 0.000 0.000
28/12/2015 17
Results – LOC and Modern Input Use
Marginal Effects
(Transport Survey (2014)
Fertilizer use
Improved
seed
Locus of Control - Chance
-0.002 -0.002
(0.003) (0.004)
Locus of Control - Internal
0.007** 0.012*
(0.003) (0.006)
Gender of Household Head (Male=1)
0.230** 0.083*
(0.093) (0.049)
Age of Household Head (Years)
0.002 0.009
(0.005) (0.010)
Schooling of Household Head (Years)
-0.008 -0.019
(0.010) (0.018)
Wealth Quintile
0.028*** 0.042***
(0.006) (0.016)
Number of Observations 776 776
Wald test 519.38 160.34
P-values 0.000 0.000
28/12/2015 18
Summary
 Internal locus of control correlates with higher likelihood of
adopting modern inputs (chemical fertilizers and improved
seeds), while chance locus of control is linked with lower
likelihood.
 The size of the correlation is comparable to that with
schooling.
 Heterogeneity of circumstances matter for the association;
 remoteness (Road Survey),
 access to extension services (AGP Survey), …
Summary – Bernard et al. (2015b)
 Results (based on ERHS, Insurance panels)
 Poorer individuals have on average lower aspirations;
 Results persist across specifications;
 Panel data used, but happy to consider them as correlations;
 Issues
 Measurement – revealed vs. declared – develop an instrument
 Identification – correlations vs. causal links (poverty–low
aspirations) – field experiment
28/12/2015 19
 Do people’s aspirations affect whether they invest?
 Randomly assign Ethiopian farmers to watch videos about the lives of
four role models.
 Treatment = one hour of documentaries.
 No other intervention.
 Very good balance at baseline across groups.
 Key findings:
 Improvements in aspirations after screening and after six months.
 Changes in related psychosocial characteristics (LoC), but not risk
aversion or time preferences.
 Small improvements in savings, credit, demand for credit, children’s
school enrolment and spending on schooling 6 months after
screening.
 Repeat survey coming up, production-side data to be collected.
,
Summary – Bernard et al. (2015a)
28/12/2015 20
28/12/2015 21
Observations
So what? Any policy implications? [WDR (2015)]
 Ascertain the nature and extent of “psychological and social
influences” that affect behaviour – “desirable, possible,
‘thinkable’”;
 Relevance to policy design (complementary to incentives):
 Focus both on ‘what’ and ‘how” – timing, labelling, simplifying,
reminding;
 Understand target communities – norms, identity;
 Examples form the suggestive evidence above:
 Poor vs. non-poor – same delivery modality may not work;
 Male vs. female – additional reason to enhance women
empowerment in agriculture;
Motivational devices, Role models
A lot to be learnt – more research and experimentation
28/12/2015 22
Thank you

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Pathways less explored (aerc 2015)

  • 1. 28/12/2015 1 Pathways Less Explored – Aspirations, Locus of Control, and Agricultural Transformation Alemayehu Seyoum Taffesse (IFPRI), Fanaye Tadesse (IFPRI) African Economic Research Consortium (AERC) Plenary Session on “Agriculture and Structural Transformation in Africa” November 29 – December 3, 2015 Addis Ababa, Ethiopia
  • 2.  Motivation  State of African Agriculture (no statistics)  Pathways less explored – psychological and social influence that can complement, accelerate  Conceptual issues  Two concepts – Aspirations, Locus of control  A schema  Applications to Ethiopia  LOC and adoption of modern farm inputs;  Summary of work on aspirations  Observations – so what? Outline 28/12/2015 2
  • 3. Motivation – State of Agriculture 28/12/2015 3  Summary – Outcome state  low and slow-growing productivity,  Summary – Conditioning states  limited capital stock (physical, human, infrastructural, natural),  weak institutions (imperfect markets, property rights, civil service including agencies of public service delivery, early-warning and emergency assistance systems);  exposure to shocks (natural, market, political);  Policy Instruments  public investment (research and extension services, education, health, infrastructure);  reforms – effective policy making process, land reform, public sector reform, incentives (taxes and subsidies, interest rates, regulation); Question: Are there complementary pathways not yet used?
  • 4. Motivation – why do poor people underinvest? 28/12/2015 4  Underinvestment by the poor – a source of persistence in low productivity, poverty, and inequality  Focus 1 - ‘external circumstances’ and ‘opportunities’. Low returns to investments; Unexploited opportunities due to lack of information or knowledge; Social constraints;  Conceptual – ‘opportunities’  Focus 2 - constraints associated with the manifested attributes of decision makers  Identity issues: sense of self;  Psychological issues: impatience, commitment, and psychological barriers  Aspirations failure
  • 5. Conceptual Issues – Two Concepts 28/12/2015 5  Aspirations (Lewin, Simon, Appadurai, Ray, Bernard et al):  are goals or preferred boundary-states with respect to a relevant domain of choice (future-oriented);  differ from expectations – preferences vs. beliefs;  important for analysing and/or addressing behaviour – motivators, heterogeneous, context-dependent and changing;  Locus of Control (Bandura, Rotter, Levenson, Hill):  a person’s belief regarding the primary causation of events in his or her life in general or in a specific area;  ‘internal’ vs. ‘external’;  deemed a powerful influence on personality and behaviour;  used to predict behaviour in a lot of spheres (health, education, employment …)
  • 6. 28/12/2015 6 Conceptual Issues – A Schema Preferences - Aspirations Aspirations gap Preferences - Others Experience (personal, collective; including shocks) Figure 1: Conceptual Schema Beliefs (locus of control, self- efficacy, expectations. ...) Behaviour or actions Environment (economic, cultural, natural, institutional, …)
  • 7. 28/12/2015 7 Premise – Poorer households use less modern inputs  Low productivity and poverty persist; .3.4.5.6.7 1 2 3 4 5 5 quantiles of wealth_index 95% CI predicted fert_use .1 .15 .2 .25 .3 .35 1 2 3 4 5 5 quantiles of wealth_index 95% CI predicted improved_seed 36% - Fertilizers 121% - Improved Seeds Chemical fertilizers and improved seeds = 20% of crop yield growth during 2005-2013 in Ethiopia (Bachewe et al. (2015))
  • 8. 28/12/2015 8 Premise – LOC a possible pathway Measuring LOC: Binary Survey LOC- Destiny (%) Number of Observations Ethiopia - PSNP 2008 25.8 4,360 Ethiopia - ERHS 2009 30.9 2,068 Ethiopia - PSNP 2010 32.3 4,619 Ethiopia - Aspirations Survey 2010-11 37.7 2,068 Ethiopia – AGP Baseline Survey 2011 35.3 7,896 IFPRI Pakistan Household Survey 2011 58.1 1546 Malawi Rural Household Survey-2011 27.0 671 Ethiopia - FTF Baseline Survey 2013 30.3 6903 Ethiopia – Transport Survey 2014 31.4 775 “Each person is primarily responsible for his/her success or failure in life.” “A person’s success or failure in life is a matter of his/her destiny.”
  • 9. 28/12/2015 9 Premise – LOC a possible pathway Locus of control – pared down version of Levenson (1981) C To a great extent my life is controlled by accidental/chance happenings. O I feel like what happens in my life is mostly determined by powerful people. I When I make plans, I am almost certain/guaranteed/sure to make them work. C Often there is no chance of protecting my personal interests from bad luck happenings. C When I get what I want, it’s usually/mostly because I’m lucky. C My experience in my life has been that what is going to happen will happen. O My life is chiefly controlled by other powerful people. O People like myself have very little chance of protecting our personal interests when they conflict with those of more powerful people. C It’s not always wise for me to plan too far ahead because many things turn out to be a matter of good or bad fortune. O Getting what I want requires making those people above me (people with higher status) happy with me. I I can mostly determine what will happen in my life. I I am usually able to protect my personal interests (I can usually look after what is important to me) I When I get what I want, it’s usually because I worked hard for it. O In order to have my plans work, I make sure that they fit in with the desires of people who have power over me. I My life is determined by my own actions. Measuring LOC: Four-level (Likert-type) semantic scale (Strongly disagree, Disagree, Agree, Strongly agree)
  • 10. 28/12/2015 10 Results – LOC and Wealth 7 7.5 8 8.5 9 1 2 3 4 5 5 quantiles of wealth_index 95% CI predicted LOC_others 11.5 12 12.5 13 13.5 14 1 2 3 4 5 5 quantiles of wealth_index 95% CI predicted LOC_internal 8.28.48.68.8 9 9.2 1 2 3 4 5 5 quantiles of wealth_index 95% CI predicted LOC_chance  Poorer individuals have lower (higher) internal (external) locus of control (7- 17%);  Also holds for the AGP and Transport Surveys; 7 7.5 8 8.5 9 1 2 3 4 5 5 quantiles of wealth_index 95% CI predicted LOC_others 11.5 12 12.5 13 13.5 14 1 2 3 4 5 5 quantiles of wealth_index 95% CI predicted LOC_internal
  • 11. 28/12/2015 11 Results – LOC and Wealth LOC- Internal LOC- Chance LOC- Others Gender (Male=1) 0.353*** -0.324*** -0.424*** (0.128) (0.125) (0.133) Age (Years) 0.007 0.004 -0.012 (0.020) (0.021) (0.021) Schooling (Years) 0.068*** -0.004 -0.03 (0.024) (0.024) (0.023) Wealth Quintile 0.183*** -0.136*** -0.185*** (0.065) (0.041) (0.043) Constant 12.246*** 8.956*** 8.757*** (0.480) (0.512) (0.532) Number of Observations 5925 5925 5925 The LOC-Wealth relations hold after controlling for age, gender, and schooling of the respondent
  • 12. 28/12/2015 12 Results – LOC and Aspirations Item Overall Aspiration Gender (Female=1) -0.159 (0.000)*** Age (years) 0.003 (0.088)* Age Squared (years) -0.00 (0.020)** Highest grade of schooling completed 0.132 (0.000)*** Wealth 0.013 (0.608) Locus of control - Chance 0.034 (0.152) Locus of control - Powerful Others -0.004 (0.907) Locus of control - Internal 0.106 (0.000)*** Constant -0.486 (0.001)*** N 1631 Villages 63 F( 8, 55) = 32.20 0
  • 13. 28/12/2015 13 Hypothesis – LOC and Poverty  Poorer individuals have lower internal (higher external) locus of control;  A feedback loop linking LOC and poverty?  Poverty lowers internal LOC, but is not a complete determinant;  Weak internal (or strong external) LOC discourages ‘investment’ by the poor;  Poverty persists …  Explore the hypothesis in relation to adoption of modern inputs by farmers in rural Ethiopia  Three surveys – AGP (2011), FTF (2013), Transport (2014)
  • 14. 28/12/2015 14 Specification – Modern Input Use Specification - Probit (Multivariate Probit) regression of fertilizer use, improved seed use: Controls:  Respondent’s sex, age, schooling, LOC scores;  Household wealth;  Number of working-age male members in the household,  Household landholding (hectares),  Soil fertility,  Slope of plot,  Access to extension services (yes=1),  Land certification,  Average distance of parcels from the homestead (minutes),  Distance to a permanent market (km),  Fraction of landholding cultivated with cereals,  Off-farm and/or non-farm income (yes=1),  Access to credit (yes=1), rainfall (mm in logs)
  • 15. 28/12/2015 15 Results – LOC and Modern Input Use Marginal Effects (FTF Survey (2013)) Fertilizer use Improved seed Locus of Control - Chance -0.012*** 0.000 (0.003) (0.002) Locus of Control - Internal 0.003 0.003 (0.003) (0.002) Gender of Household Head (Male=1) -0.014 -0.032* (0.019) (0.016) Age of Household Head (Years) -0.001 -0.003 (0.003) (0.002) Schooling of Household Head (Years) 0.009** -0.001 (0.003) (0.003) Wealth Quintile 0.043*** 0.035*** (0.009) (0.007) Number of Observations 5639 5639 Wald test 311.04 124.89 P-values 0.000 0.000
  • 16. 28/12/2015 16 Results – LOC and Modern Input Use Marginal Effects (AGP Survey (2011)) Fertilizer use Improved seed Locus of Control - Chance -0.001 0.000 (0.003) (0.002) Locus of Control - Internal 0.002 0.001 (0.003) (0.002) Gender of Household Head (Male=1) 0.075*** 0.039*** (0.017) (0.012) Age of Household Head (Years) 0.010*** 0.005** (0.002) (0.002) Schooling of Household Head (Years) 0.012*** 0.006** (0.004) (0.002) Wealth Quintile 0.011 -0.003 (0.007) (0.005) Number of Observations 7445 7424 Wald test 414.64 250.61 P-values 0.000 0.000
  • 17. 28/12/2015 17 Results – LOC and Modern Input Use Marginal Effects (Transport Survey (2014) Fertilizer use Improved seed Locus of Control - Chance -0.002 -0.002 (0.003) (0.004) Locus of Control - Internal 0.007** 0.012* (0.003) (0.006) Gender of Household Head (Male=1) 0.230** 0.083* (0.093) (0.049) Age of Household Head (Years) 0.002 0.009 (0.005) (0.010) Schooling of Household Head (Years) -0.008 -0.019 (0.010) (0.018) Wealth Quintile 0.028*** 0.042*** (0.006) (0.016) Number of Observations 776 776 Wald test 519.38 160.34 P-values 0.000 0.000
  • 18. 28/12/2015 18 Summary  Internal locus of control correlates with higher likelihood of adopting modern inputs (chemical fertilizers and improved seeds), while chance locus of control is linked with lower likelihood.  The size of the correlation is comparable to that with schooling.  Heterogeneity of circumstances matter for the association;  remoteness (Road Survey),  access to extension services (AGP Survey), …
  • 19. Summary – Bernard et al. (2015b)  Results (based on ERHS, Insurance panels)  Poorer individuals have on average lower aspirations;  Results persist across specifications;  Panel data used, but happy to consider them as correlations;  Issues  Measurement – revealed vs. declared – develop an instrument  Identification – correlations vs. causal links (poverty–low aspirations) – field experiment 28/12/2015 19
  • 20.  Do people’s aspirations affect whether they invest?  Randomly assign Ethiopian farmers to watch videos about the lives of four role models.  Treatment = one hour of documentaries.  No other intervention.  Very good balance at baseline across groups.  Key findings:  Improvements in aspirations after screening and after six months.  Changes in related psychosocial characteristics (LoC), but not risk aversion or time preferences.  Small improvements in savings, credit, demand for credit, children’s school enrolment and spending on schooling 6 months after screening.  Repeat survey coming up, production-side data to be collected. , Summary – Bernard et al. (2015a) 28/12/2015 20
  • 21. 28/12/2015 21 Observations So what? Any policy implications? [WDR (2015)]  Ascertain the nature and extent of “psychological and social influences” that affect behaviour – “desirable, possible, ‘thinkable’”;  Relevance to policy design (complementary to incentives):  Focus both on ‘what’ and ‘how” – timing, labelling, simplifying, reminding;  Understand target communities – norms, identity;  Examples form the suggestive evidence above:  Poor vs. non-poor – same delivery modality may not work;  Male vs. female – additional reason to enhance women empowerment in agriculture; Motivational devices, Role models A lot to be learnt – more research and experimentation