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A perplexing process: Understanding how agricultural producers process best management practice information

Collection:
Agricultural Communications Documentation Center (ACDC)
Contributor:
King, Audrey E.H. (main author), Baker, Lauri M. (author), Oklahoma State University Kansas State University
Format:
Journal article
Publication Date:
2018
URL:
https://newprairiepress.org/cgi/viewcontent.cgi?article=2190&context=jac
Published:
United States: New Prairie Press
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois
Subject Term:
environmental quality, Kansas, USA, management, Oklahoma, USA, policies, pollution, scientific communication, scientists, visual communication, drought, environmental impact, climate change, erosion (soils), best management practices, elaboration likelihood model, grazing
Notes:
19 pages., via online journal article, Best management practices (BMPs) are suggested practices that help agricultural producers optimize production while reducing pollution, soil erosion, and other environmental impacts. Many audiences, including scientists and policy makers, have expressed disappointment at the current level of BMP use. Elaboration likelihood model (ELM) is used to understand how people process messages. ELM states that people can process messages either centrally or peripherally. This study sought to understand how producers processed information related to BMP adoption in grazing systems. Researchers conducted qualitative, in-depth interviews with 42 beef-cattle producers in Kansas and Oklahoma. It was found producers process information both centrally and peripherally, more specifically ­­through past experiences and visual observations. This study suggests that when promoting BMPs, communicators should use visual cues to help producers process information. More importantly communicators should utilize strategies that encourage producers to reflect on past experiences to promote central processing.