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22. Show, Not Tell: The Contingency Role of Infographics Versus Text in the Differential Effects of Message Strategies on Optimistic Bias
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Huang, Guanxiong (author), Li, Kang (author), Li, Hairong (author), and City University of Hong Kong Zayed University Michigan State University
- Format:
- Online journal article
- Publication Date:
- 2019-11-19
- Published:
- China: SAGE Journals
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 128 Document Number: D11241
- Journal Title:
- Science Communication
- Journal Title Details:
- 41(6) : 732-760
- Notes:
- 29 pages, via online journal, Using an online between-subject experiment, this study tested the effects of message framing (gain vs. loss), reference point (self vs. other), and modality (text vs. infographics) in the scenario of recycling promotion. The findings identified that modality determines under what circumstances message strategies make a difference in risk perception and optimistic bias. In particular, only when paired with infographics and other-referencing point are loss-framed messages more effective than gain-framed messages in increasing risk perception and reducing the self-other gap in perceived benefits. Moreover, risk perception variables and the self-other risk perceptual gap were significant predictors of promoted behavioral intentions.
23. Synthesis and challenge
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Miller, Mason E. (author)
- Format:
- Report
- Publication Date:
- unknown
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 198 Document Number: D09718
- Notes:
- NCR-90 Collection, Winrock International. Pages 187-203.
24. The People or the Message: Which is Responsible for Cognitive Conflict?
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Rumble, Joy N. (author), Rockers, Alyssa (author), and Buck, Emily B. (author)
- Format:
- Journal article
- Publication Date:
- 2021-12-01
- Published:
- United States: American Association for Agricultural Education
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 204 Document Number: D12421
- Journal Title:
- Journal of Agricultural Education
- Journal Title Details:
- Vol. 62 (4)
- Notes:
- 13 pages., While work on agricultural messaging is abundant, the way that audiences form perceptions of messages is not well understood and little research has examined the cognitive effects of image and word associations in an agricultural context. Previous knowledge gap research has shown that socioeconomic status and access to information could be one contributor of perception formation. We propose that these variables could also impact cognitive processing. Therefore, the purpose of this exploratory study was to examine how components of cognitive dissonance and knowledge gap theory apply in the context of a contentious agricultural issue. Data were collected from 1,049 United States’ residents through an online survey with an embedded experimental design. Respondents randomly received one of two image and word association pairings. After viewing the treatment, measures of cognitive conflict, demographics, and desire to learn more were collected. The results showed that the cognitive conflict instrument performed differently in the context of a complex agricultural issue than in prior research. Additionally, the message pairings had a stronger influence on cognitive conflict components than demographic characteristics. Finally, the desire to learn more was impacted by the message treatments. Future research on cognitive conflict and advanced modeling is recommended.
25. Using targeted messages to improve farmer engagement in conservation programs
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Weigel, C. (author), Cruse, R. (author), and Reddy, S. (author)
- Format:
- Journal article
- Publication Date:
- 2022-09-16
- Published:
- USA: Soil and Water Conservation Society
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 205 Document Number: D12645
- Journal Title:
- Journal of Soil and Water Conservation
- Journal Title Details:
- V. 77, Iss. 5
- Notes:
- 6 pages, In this time of information overload, successfully engaging farmers with compelling outreach materials is a major challenge for conservation programs and related research projects. One potential approach is targeting information to the recipient, e.g., local rather than regional soil and water conditions, when sending messages to farmers. Targeted information may increase engagement by making materials stand out as more relevant and useful; conversely, it may decrease engagement by making farmers wary of the program and how it is using the information. We tested the effect of targeted information on farmer engagement using a large, randomized controlled trial in Iowa. In partnership with Iowa State University, we sent 2,996 farmers a single mailing with information about erosion at the local watershed (targeted) or state (control) level and measured their responses to a two-minute survey. We found that targeted information increased relative response rates by 20%, from 13.8% to 16.4%. This level of increase is meaningful for practitioners, as well as statistically significant. Our findings show that targeted information can be an important tool for practitioners and researchers seeking to better connect with farmers who are inundated with marketing mail.
26. Using the "market, message, means of communication framework" to guide design of grape rootstock extension
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Hill, Megan (author) and Hathaway, Sandy (author)
- Format:
- Journal article
- Publication Date:
- 2017-01-01
- Published:
- Australia: Australasia-Pacific Extension Network (APEN)
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 124 Document Number: D11205
- Journal Title:
- Rural Extension and Innovation Systems Journal
- Journal Title Details:
- 13(1) : 19-30
- Notes:
- The "market, message, means of communication" framework was tested in a case study, "adoption of rootstocks. It involved growing grapes for the wine industry and researchers found it a useful tool for ensuring that information is collected, analyzed, and used to inform extension program design.
27. Using values to communicate agricultural science: An Elaboration Likelihood Model Approach
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Arp, Allison A. (author) and Iowa State University
- Format:
- Thesis
- Publication Date:
- 2018
- Published:
- Ann Arbor: ProQuest
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 18 Document Number: D10473
- Notes:
- 98 pages., ISBN: 9780438072190, Via ProQuest Dissertations and Theses., This study explored how preexisting values influence attitudes about GMOs and if aligning messages about GMOs with these values would lead to a greater chance of central processing, and subsequently, greater alignment with message-congruent attitudes. Utilizing the Elaboration Likelihood Model as a theoretical foundation, an online experiment was used to measure several values of participants, including altruistic, biospheric and egoistic value orientations as well as agricultural identity. Attitude accessibility and pre- and post-opinions were also measured in order to determine how much of an effect the presented stimuli had on the participants. All participants were presented with a stimulus that either aligned or didn’t align with their self-ranked GMO value-argument. It was found that attitude accessibility, agricultural identity and in some cases a biospehric value orientation were the most important predictors for a number of constructs related to GMO attitudes. In addition, agricultural identity did not correlate with any other value orientation, yet was the strongest predictor of many related attitudes. Future research should continue to explore the complexity of values within agricultural communication contexts and expand the understanding of how agricultural identity influences such outcomes.
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