Behavior change is a critical component of agricultural extension education, as the adoption of new practices and technologies by farmers often determines the success of rural development initiatives. Understanding the psychology behind behavior change can empower extension educators to design more effective programs that encourage farmers to embrace innovations. This article explores the science of behavior change, focusing on key psychological theories and models such as the Transtheoretical Model, Theory of Planned Behavior, and Social Cognitive Theory. It also examines practical strategies for extension educators to influence farmers' decision-making processes, including communication techniques, participatory approaches, and the use of social networks. By integrating psychological insights into extension programs, educators can bridge the gap between knowledge dissemination and actual adoption, ultimately fostering sustainable agricultural practices and improving rural livelihoods.