An act of defiance? Measuring farmer deviation from personalised extension recommendations in Zambia

Abstract Given the recognised role of blanket extension advice in low uptake productivity‐enhancing technologies among developing country farmers, personalised or site‐specific approaches are gaining attention. Focusing on case plant clinic model which provides crop protection services to smallholder we investigate what extent and how accurately farmers adopt advice, implications for agricultural productivity. We combine a unique database integrated pest management (IPM) recommendations provided 420 attendees Zambia with survey data actual IPM practices implemented by these same attendees. find that more than 80% sample deviated from they received clinics. Based degree deviation recommendations, identify five categories adopters show their heterogeneous effects maize For example, our multi‐valued treatment effect estimates suggest an 82% yield penalty non‐adopters compared full recommended practices, while gain is double partial adopters, as well those who adopted additional beyond was recommended. Our findings have important promotion measurement impact complex technologies.