22 Pages., Consumers have varying levels of trust in agricultural production practices, which can influence attitudes, shift opinions, and change behaviors. The purpose of this study was to determine what agricultural messages are considered the most trustworthy among consumers and what differences exist among five dimensions of trustworthiness. With a pro-agriculture video as the stimulus, this study used continuous response measurement (CRM) to collect data from 151 post-secondary students who were randomly assigned to evaluate one of five trustworthiness dimensions (trust, honest, sincere, dependable, reliable). Participants used handheld dials to continuously rate their evaluation of the messages in the video then completed a questionnaire to provide additional insights. Overall, participants trusted agricultural messages, although some specific phrases were rated more positively than others. Participants had more trust in messages that portray agriculture as a family endeavor and create connection between producers and consumers. Participants indicated skepticism in messages revolving around farmer/rancher motivation in agriculture. The results support the importance of strategically tailoring and crafting effective messages. Recommendations for future practice and research are discussed.
Online via journal website. 3 pages., "History is repeating itself," according to the research head of an ancestry organization which recently analyzed pandemic ads published decades apart - influenza outbreak (1918) and COVID-19 pandemic (current).
58 pages., Journal article via online., Historical analysis of print advertising in the early 20th Century revealed that "in an era of scientific discovery and therapeutic ethos, fruits and vegetables were advertised as medical tonics, with 'prescriptions' that included recommended daily doses, to ward off or cure real or imagined medical ailments (flu, listlessness, acidosis)." Findings identified social positives and negatives associated with this practice. Researchers recommended use of a broader social marketing and transdisciplinary approach.
Kabanda, S. (author), Brown, I. (author), and Centre for IT and National Development in Africa, Dept. of Information Systems, University of Cape Town, Private Bag X3, Rondebosch, South Africa
Format:
Journal article
Publication Date:
2017-07
Published:
Tanzania: Elsevier Ltd.
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 162 Document Number: D08102
