Lazer, William (author), Kelley, Eugene J. (author), Meyer, R. E. (author), Kelley, William T. (author), Grubb, Kenneth A. (author), Hollander, Stanley C. (author), Copulsky, William (author), and Michigan State University
Union Oil Company
University of Pennsylvania
Department of Commerce
Grace Chemical Research and Development Company
Format:
Abstract
Publication Date:
1957-04
Published:
USA: American Marketing Association
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 164 Document Number: D08236
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.
Chang, Hui-Shung (author) and Kinnucan, Henry W. (author)
Format:
Conference paper
Publication Date:
1993
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 97 Document Number: C07813
Notes:
James F. Evans Collection, see C07805 for original, In: Walter J. Armbruster and John E. Lenz, eds. Commodity promotion policy in a global economy: proceedings of a symposium, October 22-23, 1992, Arlington, Virginia. Oak Brook, IL: Farm Foundation, 1993. p. 79-89.
