The role of the farmer's Self-Concept in determining farmer behaviour

The images the farmer holds about himself/herself significantly affect behaviour and the decisions made about the farm business. Details are given on the nature and measurement of these images and their relevance in understanding farmer behaviour. The importance of the Self-Concept from the viewpoint of extension and training is outlined by the use of three research projects; one from Syria and two from the United Kingdom. The need for marketing extension and training in a form that recognises the different Self-Concepts of different farmers and in a manner avoiding conflict with these images is emphasised.