Social and Behavioral Sciences Commons^™

What Now: The Role Of Attitude And Communicative Actions When Making Decisions During A Disease Crisis, Ashley Mcleod-Morin, Lauri Baker, Angela B. Lindsey, Lisa K. Lundy, Ricky Telg

Journal of Applied Communications

During a crisis such as the COVID-19 pandemic, organizations often communicate about a risk to encourage people to take particular protective actions, and the decision-making process about protective actions can be especially complex. It is important to determine how organizations can encourage specific behaviors and, as such, this study sought to investigate how attitudes and communicative actions influenced behavior related to recommendations from the CDC during the COVID-19 pandemic. To address the purpose of this study, an online quantitative survey was distributed to United States residents during the COVID-19 pandemic. Results from this study reveal that attitude and transmission and …

Prioritization Of Scientific Sources Of Water Information: The Effect Knowledge, Beliefs, And Political Identity, Sadie Hundemer

Journal of Applied Communications

Scientists are reported to be more trusted than other information sources; yet, on essential water facts, people sometimes reject what they perceive water scientists to believe in favor of other belief determinants. This study examines the factors that affect the difference in people's stated willingness to reconsider their water beliefs in response to information provided by scientists relative to information provided by other sources. Regression analysis of responses provided by 806 Florida and Georgia residents found water science knowledge to be a consistently strong influencer of the gap in reliance on scientific information providers relative to other sources. This result …

Examining The Impact Of Disaster Experience With Winter Storm Uri And Climate Change Risk Perceptions On Support For Mitigation Policy, Ginger Orton, Laura Morgan Fischer, Cara Lawson

Journal of Applied Communications

In February 2021, Winter Storm Uri swept across the central and eastern United States bringing extreme cold, widespread power outages, and rolling blackouts throughout Texas. This storm prompted climate change to emerge as a major topic of controversy and conversation with scientists and the public alike, and many began to think about the impacts of climate change. Risk communication experts have suggested prior disaster experience is a key mechanism of understanding how risk perceptions are shaped, and ultimately, on how individuals arrive at a judgment, evaluation, or attitude toward information and situations. Drawing from risk communication scholars, we examined the …

Rural Redemption: A Model To Help Understand The Perspectives Of Rural Americans Related To Vaccine Science, Lauri Baker, Ashley Mcleod-Morin, Chen-Xian Yang, Audrey E. H. King, Shelby Thomas, Kristina Boone

Journal of Applied Communications

Rural communities are vital to the foundation of American agriculture and are currently disproportionately affected by health and environmental challenges that will require broad scientific solutions. Cooperative Extension professionals and agricultural communicators are increasingly tasked with communicating about the science surrounding these topics and need effective tools for determining strategic communication tactics to influence personal behaviors. The purpose of this study was to understand the role of community-based social marketing (CBSM) concepts and trust in science on rural Americans’ intentions and attitudes toward the COVID-19 vaccine. A hypothesized model was developed that included concepts of CBSM, trust in science, intentions, …

Influence Of Message Theme On Consumer Perceptions Of Lab Grown Meat, Kellie Kubacak, Courtney Meyers, Hannah L. Ford, Nan Li, Lindsay Kennedy

Journal of Applied Communications

Lab grown meat is a new technology being developed as a potential alternative protein source. Although some research has been done about public perception of lab grown meat, no studies to date have observed the effects of message themes on public perception of lab grown meat. The study sought to better understand measures of uncertainty and risk and benefit perceptions after viewing a themed blog post about lab grown meat. Participants were randomly assigned one of three themed blog posts - against lab grown meat, neutral, or support lab grown meat. Perception questions were asked after viewing the blog post, …

Hemp There It Is: Examining Consumers’ Attitudes Toward The Revitalization Of Hemp As An Agricultural Commodity, Shelli Rampold, Zachary Brym, Michaela S. Kandzer, Lauri M. Baker

Journal of Applied Communications

This study was conducted to examine Florida consumers’ stance on legalizing the growing and processing of hemp, recently redefined as an agricultural commodity. Factors were explored that may explain their stance to provide insight into the communication needs in the early stages of the U.S. hemp industry revival. Results indicated that respondents who had more favorable attitudes toward legalizing hemp were also more likely to fall within the category of being overall “for legalizing hemp” when offered a binary choice. Further, attitude toward legalizing hemp was predicted by respondents’ objective knowledge of hemp topics, attitude toward legalizing marijuana, and perceived …

A Mixed-Methods Comparison Of Self-Reported And Conversational Trust In Science, Joy N. Rumble, Yu-Lun Wu, Kelsey Tully, Taylor K. Ruth, Jason D. Ellis Ph.D., Alexa J. Lamm

Journal of Applied Communications

The development of science and technology highly relies on public trust in science. However, previous studies have shown that the public trust may vary across different scientific issues. This research explored how the public trust in science varied between a general and context specific environment. A convergent mixed-methods design was conducted. The results indicated participants’ self-reported general trust in in science did not change significantly between two measures. However, in conversation four major themes related to distrust were revealed. Future research is recommended to further explore how trust in science evolves in conversation and among different contexts.

Looking For Information: An Exploratory Analysis To Explain Public Information-Seeking Behaviors About Mosquito Control, Shelli D. Rampold, Melissa Cater, Ricky W. Telg

Journal of Applied Communications

Mosquitoes pose substantial risks in communities worldwide, and the extent and type of such risk may vary across communities and regions. The integrated mosquito management approach integrates multidisciplinary methods into practical strategies tailored to local communities. Reduction of mosquito larval sources via community engagement in at-home mosquito control behaviors is a key component of this approach. Best methods of communicating information to the public to foster knowledge and motivation to engage in local mosquito control efforts. The purpose of this descriptional, correlational study was to describe the Florida public’s mosquito control information search behaviors, as well as examine factors that …

Testing The Impact Of Animating Infographics On Consumer Trust And Attitude When Communicating About Genetic Modification, Alexa J. Lamm, Kristin Gibson, Jessica Holt, Kevan Lamm, Jason D. Ellis Ph.D., Joy N. Rumble

Journal of Applied Communications

Scientific innovation provides benefits to society but also fosters suspicion and distrust. The unknown of scientific innovations in agriculture has yielded a strained relationship between consumers and farmers, creating little to no public support for solutions to agricultural issues. The relationship between public trust and agricultural innovation is further strained when discussing genetic modification (GM) science and food. Informational graphics are an increasingly popular communication technique that may effectively communicate GM science to consumers. This study examined, through a experimental design using two treatments and a control, if static or animated infographics sharing current societal perceptions of GM science in …

Impacting Agriculture And Natural Resource Policy: County Commissioners’ Decision-Making Behaviors And Communication Preferences, Kati Lawson, Kevin Kent, Shelli Rampold, Ricky W. Telg, Ashley Mcleod-Morin

Journal of Applied Communications

Elected officials at the local, state, and national levels play key roles in shaping the agriculture and natural resources (ANR) sectors through the development and implementation of ANR policies and regulations. As such, it has become necessary for members of the ANR community to understand the policy formation process and how to communicate effectively with elected officials about ANR policies and issues. However, little research has been conducted at the local level to examine how local elected officials (LEOs) interact with information specific to ANR policies to make decisions. This study was designed to assess the communication and information-seeking preferences …

“You Call That Meat?” Investigating Social Media Conversations And Influencers Surrounding Cultured Meat, Annie R. Specht, Joy N. Rumble, Emily B. Buck

Journal of Applied Communications

Cultured meat has yet to reach store shelves but is nonetheless a growing issue for consumers, producers, and government regulators, many of whom have taken to social media to discuss it. Using a conceptual framework of social cognitive theory and issues management, this qualitative content analysis investigated social-media discourse surrounding the topic of cultured meat in the United States by describing the content of the discussion in late 2018 and identifying individual influencers and communities of influencers engaged in the discussion. Data were collected from Twitter using listening platform Sysomos MAP. The thematic analysis revealed eight themes: legality and marketing …

Misleading Or Informing? Examining The Effects Of Labeling Design On Consumers’ Perception Of Gluten-Free Products And Wheat Safety, Kimberly Cantrell, Nan Li, Courtney Meyers, Cindy Akers

Journal of Applied Communications

As food products marketed as “gluten-free” become increasingly popular, many consumers start to exclude sources of gluten (e.g., wheat, barley, and rye) from their diets for both medical and non-medical purposes. The grain industry is facing a growing challenge to (re)boost consumers’ confidence in the healthiness and safety of its commodities. Using 561 participants recruited from the Amazon Mechanical Turk workers’ panel, this study implemented a 2 (pretzels vs. potato chips) * 2 (positive- vs. negative- frame) * 2 (wheat image vs. no wheat image) experiment to examine the effects of gluten-free labels on consumers’ perceived healthiness and safety of …

Consumers’ Evaluation Of Animal Welfare Labels On Poultry Products, Rexanna Powers, Nan Li, Courtney Gibson, Erica Irlbeck

Journal of Applied Communications

As the public has expressed increasing concerns regarding the humane raising and handling of farm animals, the U.S. Department of Agriculture and industry organizations have developed a series of standards enforcing animal welfare in the poultry industry. Labels and value-added claims were created and defined to differentiate products and to inform consumers’ purchasing decisions. This study identified five labels related to animal welfare that are frequently found on food packages in the U.S. grocery stores, including both the mandatory labels and third-party, voluntary labels. Using a controlled online experiment (N=249), we examined the labels’ effects on consumers’ perception …

Crowdsourcing Change: An Analysis Of Twitter Discourse On Food Waste And Reduction Strategies, Annie R. Specht, Emily B. Buck

Journal of Applied Communications

Food waste has emerged as a major issue in the United States as the nation collectively sends more than 133 billion pounds of food to its landfills every year. In September 2015, the USDA and EPA announced an initiative to cut U.S. food waste in half by 2030. Between 2015 and 2016, nearly 100,000 posts about food waste have been published on Twitter, a microblogging platform that has been a hub of “slacktivism” since its inception in 2006. Using a conceptual framework of social cognitive theory, online activism, and crowdsourcing, we analyzed food waste conversation participants’ demographics, online communities, and …

Consumers' Evaluations Of Genetically Modified Food Messages, Taylor K. Ruth, Joy N. Rumble

Journal of Applied Communications

Consumers are concerned about the risks related to genetically modified (GM) food, and there is a need for agricultural communicators and educators to address those concerns. The purpose of this study was to explore Florida residents’ latitudes of acceptance, rejection, and noncommitment toward GM food messages. The findings from this study can be used to guide communication and education campaigns for GM food. An online survey was distributed to a non-probability sample of 500 Florida residents to fulfill the purpose of the study. The messages that most aligned with the respondents’ views toward GM food discussed how potential risks related …

Message Framing And Climate Change Communication: A Meta-Analytical Review, Nan Li, Leona Yi-Fan Su

Journal of Applied Communications

This meta-analytic study reviewed experimental studies that examined the effects of message framing on public engagement with climate change. We included 10 studies that used self-reported measures of climate-related attitudes and behaviors, with 26 comparison pairs. The results suggested that message framing generally has a positive effect on individuals’ engagement with climate change and its two sub-categories – behavioral intentions and support for climate policy. More specifically, we found message frames that emphasize the environmental, economic, and moral dimensions of climate change have a small-to-medium size impact on individuals’ engagement with climate change. In contrast, message frames around public health …

The Communication Effectiveness Of Scientist-Stakeholder Partnerships Addressing Agriculture And Natural Resources Issues: A Citation Analysis Of The Florida Water And Climate Alliance, Shuyang Qu, Tracy Irani, Angela B. Lindsey

Journal of Applied Communications

Public opinion on contentious agricultural and natural resource issues, such as climate change, has become more polarized and the science itself has sometimes been called into question. In response, academics and various types of stakeholders have formed organizational partnerships and collaborations to disseminate their science to inform the public and policy. These Scientist-Stakeholder Partnerships possess advantages such as technical expertise, however, such groups often face challenges in communicating effectively and establishing their reputation.

This study selected Florida Water and Climate Alliance (FWCA) as an example of this type of organization and used citation analysis to measure communication effectiveness and impact. …

Gender And Gmos: Understanding Floridians Attitudes Toward Gmos Through The Lens Of Social Judgment Theory, Joy N. Rumble, Lisa K. Lundy, Brittany Martin, Sandra Anderson

Journal of Applied Communications

Social judgement theory was utilized to determine if men and women showed different acceptance of messages about genetically modified (GM) foods. The primary objective was to determine if females and males had a different latitude of acceptance toward statements about GM foods. Researchers found significant differences between males and females with more males accepting messages about GM foods than females. Additionally, there were several statements with wide latitudes of acceptance across genders. These statements represent a common ground and are a good starting point for conversations about GM food.

Using Cognitive Dissonance To Communicate With Hypocrites About Water Conservation And Climate Change, Melissa R. Taylor, Alexa J. Lamm, Lisa K. Lundy

Journal of Applied Communications

The effects of climate change can be mitigated by altering human behavior related to water conservation; however, many who are aware of climate change are not aligning their behavior to curb the impact. This research sought to explore the relationship between citizens’ beliefs, attitudes and behaviors regarding water conservation and their knowledge and beliefs regarding climate change to guide the development of effective communication campaigns focused on water conservation. Using cognitive dissonance theory and an adapted environmental attitudes and behavior quartet, this research focused on individuals who demonstrated high levels of climate change knowledge but did not engage in positive …

Where I Come From: Exploring Regional Differences In California Consumers’ Attitudes And Beliefs About Fluid Milk, Annie R. Specht, Ashlan E. Wickstrom, Emily B. Buck

Journal of Applied Communications

Guided by the theory of reasoned action and social cognitive theory, this study was conducted to better understand how decisions to purchase organic or conventional milk are influenced by norms and attitudes established via human interactions and how those norms and attitudes vary by geographic region. An online Qualtrics survey was used to gain insight into behaviors, attitudes, and interactions of 308 milk consumers in various geographical regions of [State]. The findings indicate that urban, suburban, and rural consumers differ in some ways in their interactions related to milk information, as well as their perceptions of organic versus conventional milk. …

The Effects Of Online Video On Consumers’ Attitudes Toward Local Food, Shuyang Qu, Alexa J. Lamm, Joy N. Rumble, Ricky W. Telg

Journal of Applied Communications

Marketers rate online video as their most utilized content medium. This study used a between-subject control group post-test-only experiment to investigate the effect of three local food messages delivered via online video on U.S. consumers’ attitudes toward local food. The three 30-second videos each featured one of the documented benefits of local food: high quality, support of local economy, and strengthening of social connection. Results indicated all three video treatments yielded a positive attitude toward local food, while respondents in the control group had a neutral attitude. The video treatment featuring local food’s high quality generated a significantly more favorable …

Marketing Power Berries: An Importance-Performance Analysis Of Blueberry, Shuyang Qu, Alexa J. Lamm, Joy N. Rumble

Journal of Applied Communications

The unique health benefits of blueberries have increased consumers’ demand for this fruit. Although the demand is still low compared to other fruits including apples and grapes, consumers’ growing interest in blueberries has led to a significant increase of blueberry acreage in the U.S., causing the supply to exceed demand. To increase blueberry consumption and sales for the benefits of both consumers’ health and the blueberry industry, this study selected 18 blueberry attributes and used an online survey to examine blueberry purchasers’ perceived importance and satisfaction of these attributes. An importance-performance analysis (IPA) of these attributes was conducted to provide …