Theis, Mary E. (author / Assistant Publications Editor, Editorial Section, Office of Agricultural Communications and Extension Education, University of Illinois, Urbana-Champaign, IL) and Assistant Publications Editor, Editorial Section, Office of Agricultural Communications and Extension Education, University of Illinois, Urbana-Champaign, IL
Format:
Conference paper
Publication Date:
1988
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 74 Document Number: C03654
Notes:
James F. Evans Collection; See C03651 for original, In: Zazueta, Fedro S., and Bottcher, A.B. (Del), eds. Proceedings of the 2nd International Conference on Computers in Agricultural Extension Programs; 1988 February 10-11; Lake Buenavista (Orlando), FL. Gainesville, FL : University of Florida, Institute of Food and Agricultural Sciences, Florida Cooperative Extension Service, 1988. Vol. 1, p. 171-176
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D09040
Notes:
Pages 112-127 in Tema Milstein, Mairi Pileggi, and Eric Morgan (editors), Environmental communication pedagogy and practice. Routledge: Abingdon, Oxon, England. 277 pages.
25 pages., via online journal., Designers are trained professionals who understand how to effectively visually communicate based on executing principles of design and an understanding of their audience. Within the beef seedstock industry, ad design varies widely in terms of technical effectiveness, but how do those differences affect potential customers? This study tested the effects of seedstock ad’s graphic design on the viewer’s trust and credibility among 561 Angus cattle producers. Our results show the graphic design of a beef seedstock ranch ad promoting an upcoming bull sale did not influence producers’ perceptions of trust and credibility. However, results did reveal better designed ads are positively related to producers’ trust of that brand. We suggest the study results were influenced by a first impression established through the brand description presented to all treatment groups, which illustrates beef seedstock buyers may be more reliant on other informational cues than design to inform their purchasing decisions. Future research is needed to parcel out effects of the brand information relative to the design aspects of the ad.
