Mathew Baker

Areas of Expertise

Baker’s research interests involve the development of a unified methodology for effectively communicating emerging innovations in food health. His USDA-Hatch Project Objectives include:

1. Describe emerging food health innovations within five-years of market access and potential impact on health-care as forecasted by USDA and land-grant leaders

2.Identify the relationships between likely adoption of the food-health innovations into personal diet and household diet, perceived benefit of the food-health innovation to global societal needs, individual and household health inventory, and selected demographics from adult Texans

3.Elucidate the effects of video messages on moment-to-moment analyses segmented by demographic

4.Explain the effects of video messages on subconscious cognitive and emotional response segmented by demographic

5.Explicate the effects of web-based messages on attention and information processing

6.Model the spatial-temporal dependence of participant cognitive and affective response to innovations video and web-based messages

7.Translate findings into a framework to inform communications practice heuristics.

Professional Summary

Mathew (Matt) Baker is a professor and head in the Texas A&M Department of Agricultural Leadership, Education, and Communications. Baker teaches graduate-level coursework in research design and data analysis. He was employed as a faculty member at Texas Tech for 19 years where he also served as a dean and department chair. Baker also has experience as an extension evaluation specialist and faculty member at the University of Florida and was on faculty at California State Polytechnic University. He has served as an expert evaluator in Bangladesh, Ethiopia, Nigeria, and throughout the U.S. Baker is a member of the American Evaluation Association, the American Association for Agricultural Education, and the Association of International Agricultural and Extension Education.

Selected Publications

Baker, M. T., Lu, P., Parrella, J.A., & Leggette, H. (2022). Consumer acceptance toward functional foods: A scoping review. International Journal of Environmental Research and Public Health, 19(3), 1217. doi:10.3390/ijerph19031217

Gikunda, R., Jepkurui, M., Kiptoo, S., & Baker, M. (2022). Quality of climate-smart agricultural advice offered by private and public sectors extensionists in Mbeere North Sub-County, Kenya. Advancements in Agricultural Development, 3(1), 32-42. doi: hpps://doi.org/10.37433/aad.v3i1.161

Baker, M.T., Lu, P., & Lamm, A. (2021). Assessing the dimensional validity and reliability of the University of Florida Critical Thinking Inventory (UFCTI) in Chinese: A confirmatory factor analysis. Journal of International Agricultural and Extension Education, 28(3), 41–56. doi: https://doi.org/10.1591/jiaee.2021.28341

Gikunda, R., Lawver, D., Baker, M. T., Boren, A., & Guo, W. (2021). Extension education needs for improved adoption of sustainable organic agriculture in central Kenya. American Journal of Geographic Information System, 10(2), 61–71. doi: 10.5923/j.ajgis.20211002.01

Elizabeth, L., Meyers, C., Cummins, G., & Baker, M. (Matt) T. (2021). A moment-to-moment analysis of trust in agricultural messages. Journal of Applied Communications, 105(2). doi: 10.4148/1051-0834.2375

All Publications

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