What term describes the difference in perception before and after exposure to a message?

The term that describes the difference in perception before and after exposure to a message is "Effect." In communication and extension contexts, the effect refers to how an individual's attitudes, beliefs, or understandings shift as a result of receiving specific information or messages.

Understanding the effect is crucial because it demonstrates the impact of communication strategies in agriculture and extension services. By measuring the difference in perception before and after exposure to a message, practitioners can evaluate the effectiveness of their communication efforts and determine whether they have successfully influenced the target audience’s understanding or actions regarding agricultural practices or innovations.

Other terms, such as attitude or behavior, relate to broader concepts—attitude refers more generally to a person's feelings or dispositions towards a subject, while behavior is about the actions taken by individuals. Skills focus on the capabilities or proficiencies that a person may have acquired, rather than the changes in perception resulting from exposure to information. Therefore, "Effect" is the most appropriate term to describe this specific change in perception following communication.