12 pages., Article 452, Via online journal., Storytelling is a mode of communication in human interaction and is pervasive in everyday life. Storytelling in marketing is also a managerial application as a marketing strategy. Researchers of consumer psychology and marketing have devoted great efforts to developing theories and conducting empirical studies on this approach. However, in addition to narrative theories, many researchers are mainly concerned about the effect of telling a good brand story and its applications, such as advertising design and presentation. However, for those products that usually lacks branding, such as agricultural products, knowledge remains scarce about the relative impact of storytelling in marketing. Few researchers have explicitly developed a valid tool for measuring the effect of storytelling in marketing. To aid storytelling research in consumer psychology, this article conceptualized a construct of the effectiveness of storytelling in agricultural marketing and developed a measure with further validation. This scale consisted of 13 items with four subscales: narrative processing, affect, brand attitude, and purchase intention. The findings of this study supported a structural model with strong order among the four dimensions and good model fit. A discussion of the results and the theoretical and practical implications for consumer psychology and marketing practice are also addressed.
Brennan, Marnie L. (author), Wright, Nick (author), Wapenaar, Wendela (author), Jarratt, Susanne (author), Hobson-West, Pru (author), Richens, Imogen F. (author), Kaler, Jasmeet (author), Buchanan, Heather (author), Huxley, Jonathan N. (author), and O'Connor, Heather M. (author)
Format:
Journal article
Publication Date:
2016-10-11
Published:
United Kingdom
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 169 Document Number: D08767
9 pages., Financial challenges facing the public extension system in Trinidad prompted researchers to assess the attitude of vegetable farmers about paying for extension services. Findings of a survey among farmers indicated there is an opportunity to introduce payment.
8 pages, Online via UI Library electronic subscription., Research identified factors farmers' negative perception on utilizing rice transplanters and combine harvesters. Findings suggested that government agricultural extension services play a significant role in lessening farmers' negative perceptions.
West, Gale E. (author) and Ouattara, Lassina (author)
Format:
Paper
Publication Date:
2014-05
Published:
Canada
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 127 Document Number: D02721
Notes:
Paper presented at the Agricultural and Applied Economics Association 2014 AAEA/CAES joint annual meeting, Montreal, Canada, May 29-30, 2014. 22 pages.
