First, social science laws relate to how people behave, and people aren't as predictable as molecules in a chemistry experiment. Second, an economist can't control the environment as can a chemist. Third, the social scientist simply has to deal with more variables, all of which can affect outcomes. These contrasts make it difficult to provide farmers with formulas for solving their marketing problems. Yet, a farmer's mental orientation is to rely on agricultural science to solve problems with a formula.
Frustration sets in when farmers are unable to achieve the goal of selling near the top price.
They lament that if they'd just had the formula, they could have priced their crop at the highest price of the year and their financial problems would be over. On closer examination, we find these farmers with unrealistic goals, with a weak decision-making base, and with an attitude that suggests it's their own ignorance that keeps them from their goal. Each of these items leads them to feelings of failure and frustration. A study at Purdue focused on problem areas faced by Indiana farmers. Marketing was listed as number one.