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    11. A Moment-to-Moment Analysis of Trust in Agricultural Messages

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    LaGrande, Lauren (author), Meyers, Courtney (author), Cummins, R. Glenn (author), and Baker, Matt (author)
    Format:
    Journal article
    Publication Date:
    2021-05
    Published:
    United States: New Prairie Press
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 203 Document Number: D12192
    Journal Title:
    Journal of Applied Communications
    Journal Title Details:
    Volume 105, Issue 2 (2021)
    Notes:
    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.

    13. A content analysis of environmental advertising claims: a matrix method approach

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Carlson, Les (author), Grove, Stephen J. (author), and Kangun, Norman (author)
    Format:
    Journal article
    Publication Date:
    1993-09
    Published:
    USA
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C19560
    Journal Title:
    Journal of Advertising
    Journal Title Details:
    22(3) : 27-40

    14. A content analysis of pesticide advertisements in four selected popular magazines

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Salcedo, Rodolfo N. (author), Read, Hadley (author), Evans, James (author), and Kong, Ana C. (author)
    Format:
    Manuscript
    Publication Date:
    1972
    Published:
    USA
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 142 Document Number: D06357
    Notes:
    Unpublished research report(Subreport II). 12 pages., On average, only one of four pesticide advertisements encouraged label reading.

    19. A portrait of food and drink in commercial TV series

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Salmon, Charles T. (author), Greenberg, Bradley S. (author), Rosaen, Sarah F. (author), Worrell, Tracy R. (author), and Volkman, Julie E. (author)
    Format:
    Journal article
    Publication Date:
    2009-06
    Published:
    USA
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C36409
    Journal Title:
    Health Communication
    Journal Title Details:
    24(4) : 295-303