Paul Monaghan

Dr. Paul Monaghan

Associate Professor

Extension Specialist in Community-Based Social Marketing
Agricultural Education and Communication
University of Florida
305 Rolfs Hall
P.O. Box 110540
Gainesville, Florida, 32611-0540
(352) 294-1993
Vita (PDF)

Dr. Monaghan is an associate professor of agricultural education and communication, as well as the statewide Extension specialist in Community Based Social Marketing.

Dr. Monaghan's research program focuses on evaluating the overall effectiveness of the Community-based Social Marketing (CBSM) approach in changing behavior, and it aims to determine how existing behaviors and attitudes predict and improve adoption of new behaviors and technologies, as well as measure the effectiveness of behavior change programs that incorporate CBSM. Dr. Monaghan's research findings help develop best practices to address social issues, engage the public, and foster behavior change.

Dr. Monaghan's Extension effort has two programmatic focuses: working directly with communities, stakeholder groups, and Extension Faculty by applying CBSM to important public issues; and disseminating collaborative approaches to conflict management formally through the Florida Natural Resources Leadership Institute.

Dr. Monaghan received his PhD in anthropology and MA in Latin American studies, both from the University of Florida.


  • Working with stakeholder groups (Extension, citizens, non-profits and businesses) to incorporate behavior change science into their programs
  • Utilizing community based social marketing research to understand behaviors and barriers to change
  • Increasing the impact of the university in community engagement efforts

Recent Publications

Diaz, J., Webb, S., Warner, L and Monaghan, P. (2017). Impact indicators for community garden programs: Using Delphi methods to inform program development and evaluation. HortTechnology, 27(6) 852-859. DOI: 10.21273/HORTTECH03848-17.

Hu, S., Hansen, G., & Monaghan, P. (2017). Optimizing shoreline planting design for urban residential stormwater systems: Aligning visual quality and environmental functions. HortTechnology, 27(3) 310-318. DOI: 10.21273/HORTTECH03580-16.

Morera, M.C., Monaghan, P.F., Dukes, M.D., & Breder, E. (2017). Predicting satisfaction with smart irrigation controllers and their long-term use among homeowners in central Florida. Journal of the American Water Resources Association. 53(4) 929-943. DOI: 10.1111/1752-1688.12542.

Morton, C., Galindo, S., Morera, M., Dodoo, N.A., Gonzalez, C., Wu, L., Fundingsland, S., Auguste, K., Headrick, L., Monaghan, P., & Shelnutt, K.P.  (2017). Listening to Immokalee moms: How stages of change theory guided the discovery of healthy eating messages to Latino mothers.  International Journal of Pharmaceutical and Healthcare Marketing, 11(2) 151-164. DOI: 10.1108/IJPHM-12-2016-0064

Roka, F.M., Thissen, C.A., Monaghan, P.F., Morera, M.C., Galindo-Gonzalez, S., Tovar-Aguilar, J.A. (2017). Lessons learned developing an extension-based training program for farm labor supervisors. Journal of Extension, 55(4).

Current Funding

Title: “10 Years of Research and Extension on Stormwater Ponds: Evaluating How far We Have Come”
Duration: 2018-2019
Funding Agency: University of Florida, Center for Landscape Conservation and Ecology, Enhancement Program Grant
Award Amount: $23,200
Role: Principle Investigator

Title: “Using social marketing to prevent HRI and improve productivity among farmworkers
Duration: 2018-2021
Funding Agency: Center for Disease Control/National Institute of Occupational Safety and Health – Southeastern and Coastal Center for Agricultural Health and Safety
Award Amount: $744,277
Role: Principle Investigator

Title: “Engaging Communities for Energy and Water Savings: Improving Measurement and Effectiveness of Energy/Water Audits for Low- income Neighborhoods”
Duration: 2016-2018
Funding Agency: American Public Power Association
Award Amount: $85,193
Role: Consultant

Title: “Innovative policies to optimize the allocation of water quality and conservation investments and maximize benefits – Focus group research with agricultural and springs protection groups”
Duration: 2015-2018
Funding Agency: Unites States Department of Agriculture, National Institute of Food and Agriculture
Award Amount: $15,000
Role: Co-Principle Investigator