20 pages., Via online journal., Agricultural technology continues to evolve to meet the demands of a growing world, but previous advancements in agricultural technology have been met with resistance. Improved science communication efforts can assist in bridging the gap between expert and lay opinion to improve reception of scientific information. Using the framework of the heuristic model of persuasion, the purpose of this study was to examine the impact of emphasizing elements of source credibility – trustworthiness and expertise – and the gender of the source on perceptions of source credibility. A sample of 122 undergraduate students were exposed to one of the four possible developed message treatments. Data collection took place in a laboratory setting using an online instrument that had a randomly-assigned stimulus research design. The results indicated the treatment conditions had higher mean scores for source credibility than the control. Further inferential analysis, however, showed the differences to be non-significant. One significant finding showed the gender of the source can influence perceptions of credibility. This suggests merit in using female sources when presenting scientific information to the Millennial population. While choosing credible sources to present information is important, more research is needed regarding the effect of emphasizing various credibility components and the role of source gender on perceptions of source credibility.
Rajasekaran, B. (author), Warren, D.M. (author), and Babu, S.C. (author)
Format:
Book chapter
Publication Date:
1995
Published:
India
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C35844
Notes:
Pages 211-217 in D. Michael Warren, L. Jan Slikkerveer and David Brokensha (eds.), The cultural dimension of development: indigenous knowledge systems. Intermediate Technology Publications Ltd., London, England. 582 pages.
King, J.W. (author), Wakefield, M.W. (author), and College of Business Administration, University of Nebraska-Lincoln, NE; Institute of Agriculture and Natural Resources, Communication and Computing Service Unit, University of Nebraska-Lincoln, NE
Format:
Journal article
Publication Date:
1994
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 100 Document Number: C08574
Bentham, M.J. (author), Falk, S. (author), Greer, J.E. (author), Greer, K.J. (author), and ARIES Laboratory, Department of Computational Science, University of Saskatchewan, Saskatoon, Sask, S7N 0W0, Canada
Format:
Journal article
Publication Date:
1994
Published:
Canada
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 100 Document Number: C08506
AGRICOLA IND 92047811; Presented at IAALD Symposium on "Advances in Information Technology", September, 1991, Beltsville, MD, Plant It!-CD, a prototype multimedia CD-ROM is a joint project of the National Agricultural Library, the University of Florida's Institute for Food and Agricultural Sciences, and the Michigan State University State Cooperative Extension Service. This interactive CD-ROM contains over 1,000 full-color images, an audio pronunciation guide to scientific plant names, full test documents, selected bibliographies, and an extensive database on plants, all linked together through hypermedia connections. The disc features a dual interface: The Plant Selector, developed at the University of Florida,a nd the PlantExpert Advisor, and expert advisory system developed at the National Agricultural Library. (original)
