Alexa J. Lamm

The Message or the Channel: An Experimental Design of Consumers' Perceptions of a Local Food Message and the Media Channels Used to Deliver the Information

With the ever-increasing options of communication media channels, the question of, “Which media channel is the best for a message?” is an important question for researchers and professionals in the agricultural arena. This research sought to determine how the interaction between consumers’ perceptions of the message and past media use impacted their attitudes toward the media channels of print, video, and Web. The theoretical framework used in this study was media richness, which was used to understand the characteristics of different media channels and their ability to deliver information. The message used in this study was related to buying local food in Florida. This study used an experimental design to assess respondents’ attitudes toward media channels. The population for the study was Florida consumers, and a non-probability sample was used. The 1,122 respondents’ of this study were given a message through one of the three media channels of a print, video, or Web advertisement and then asked their perceptions of the message and the media channel. The results indicated respondents’ attitudes toward the channel were significantly impacted by their perception of the message but not their past media usage. Recommendations for future research of theory and professional application are given.

Setting the Agenda: Exploring Florida Residents' Perceptions of Water Quality and Quantity Issues

Water quantity and quality are among the top issues currently facing Florida. To understand residents’ perceptions of these issues as well as understand how agenda-setting may be used to influence residents’ behaviors and opinions surrounding water issues, this study explored Florida residents’ opinions of water. Agenda-setting served as the conceptual framework to aid in understanding where water quality and quantity emerge on the public’s agenda. Responses were obtained from 469 Florida residents via an online survey. The results showed respondents believed water quality had not changed, with the exception of the quality of bays, which they believed was getting worse. Water quality was found to be an issue of high importance among respondents, especially in regard to the quality of drinking water. Respondents believed water quantity was highly important; however, more importance was associated with water quality issues. The results of this study identified the current disconnect that exists among residents concerning water issues. This study also established the salience of water issues on the public’s agenda and how Florida residents could be better informed. A statewide communication campaign focused on both water quality and quantity issues was recommended to decrease the disconnect that currently exists between residents’ perceptions and the reality of water issues. This campaign should utilize the technology-based outlets to stay informed with the public’s agenda to personalize communication efforts. These efforts would increase the public’s interest concerning water issues by reducing redundant information and diluting important issues.

The Critical Target Audience: Communicating Water Conservation Behaviors to Critical Thinking Styles

Although water covers approximately 70% of the planet, only a fraction is fresh water, and even less is used as a major source of drinking water. With the continuous increase in the amount of water used in modern standards of living, the quantity of water available is decreasing. The public is beginning to understand water needs to be conserved and they must play a role in water conservation. While previous literature examined how the majority of messages were catered toward the cost-effectiveness of conserving water, this study proposed how using a specific audience attribute could affect behaviors. The purpose of the study was to determine if critical thinking style can be used in the development of future communication strategies to improve water conservation behaviors. The findings of this study provided evidence of a relationship between critical thinking style and the level of engagement in water conservation behaviors. Recommendations suggested targeting the two constructs of critical thinking style, information seekers and engagers, in two different ways. Since the seekers prefer to gather information by seeking the sources themselves, communicators should focus on developing quality information about water conservation and placing it in easily accessible communications channels for the information seeker. On the other hand, a different communications approach should be taken with the engagers, who prefer to learn through their environment. Communicators should focus on communicating to the engager through the environment in word-of-mouth situations using traditional means such as opinion leaders as well as social media.

A Longitudinal Evaluation of Change Leadership within a Leadership Development Program Context

The need for individuals capable of leading change has become pronounced based on the changes occurring within the higher education system. The purpose of this study was to examine if participation in the LEAD21 leadership development program, a national leadership program for faculty emerging as leaders in the land-grant university system, changed participant levels of change leadership. The longitudinal analysis included comparisons across members of three classes in the LEAD21 program, as well as the aggregated data from all three years. Results indicated overall level of change leadership rose by an average of 28.8%. Additionally, the study established benchmarks for pre-program and post-program levels of change leadership. Leadership educators can use the results to inform future leadership education initiatives. Furthermore, the study presents a Leading Change Scale that may be appropriate for future leadership program evaluations. Ongoing evaluations of leadership programs are encouraged.

Understanding Consumer Intent to Buy Local Food: Adding Consumer Past Experience and Moral Obligation Toward Buying Local Blueberries in Florida Within the Theory of Planned Behavior

Buying local food has become an increasingly popular way for consumers to engage with those who grow their food; however, research has shown a specific audience tends to buy local food due to individualspecific barriers. To better understand what motivates consumers to buy local food the Theory of Planned Behavior was used as a way to potentially predict consumers’ behavior toward buying locally grown blueberries. Also, the variables of past experience and self-identity/moral obligation toward buying local food were introduced to the model since both variables may increase the predictability of the Theory of Planned Behavior model in certain food-related behaviors. This study used an online survey completed by 1,122 respondents, from a sample frame of all consumers in Florida. The study used a non-probability sample of an opt-in panel, and weighting procedures were applied to the data to account for coverage errors associated with using a non-probability sample. The interaction of consumers’ past experience and self-identity/moral obligation was found to help explain consumers’ intention to buy locally grown blueberries when added to the Theory of Planned Behavior. The Theory of Planned Behavior was shown to predict consumers’ intention to buy locally grown blueberries; however, their intent was better explained with the inclusion of the variables of past experience and self-identity/moral obligation toward buying local blueberries. Recommendations for future research and application include future research into other variables that may impact buying behavior and inclusion of these variables in future communication efforts focused on consumers buying and engaging with local food.

Exploring Undergraduate Students’ Attitude Toward Undocumented Immigration: Implications for Agricultural Education

Undocumented immigration has become a hot political topic. Considering the significant role undocumented immigrants play in U.S. agricultural and natural resources industry and the voting power of the undergraduate students, this study assessed undergraduate students’ attitudes toward undocumented immigrant issues. Using a slightly altered Attitudes toward Illegal Aliens Scale, we found the undergraduate students in general had an undecided attitude concerning issues toward undocumented immigration in the U.S. We also found students’ gender, political beliefs, and race played a significant role in the development of their attitude toward immigration issues. We recommend agricultural educators to integrate immigration issues and intercultural courses in their programs to help students better understand immigration issues and prepare students to work in the agricultural industry where they will inevitably encounter these issues. Future research should investigate factors that specifically shapes undergraduate students’ attitudes toward immigration issues, such as past experiences with immigrants and media exposure.

Predicting Consumers’ Local Food Attitude with Personal Values and Local Food Online VideosShuyang Qu, Alexa Lamm, Joy Rumble & Ricky Telglocal food, personal values, farming, schema, online video, messages

This study assessed how the personal value associated with local food messages in an online video format influenced U.S. consumers’ attitudes toward local food. To accomplish this, we created two video treatments focusing on how local food supports the local economy and strengthens social connections, respectively. We developed two scales to measure the personal values (personal value of supporting the local economy and personal value of strengthening social connection). These values were associated to the video treatments’ message frames. Descriptive analyses revealed a neutral personal value of supporting local economy and strengthening social connection among U.S. consumers, and a positive attitude toward local food. Multiple regression indicated that the personal value associated with the video treatment was not always a stronger predictor of attitude than the other personal value. In fact, we found that the personal value of supporting the local economy was a more significant predictor of local food attitude than personal value of strengthening social connection in both video treatments.

Identifying Generational Differences to Target Extension Programming when Discussing Genetic Modification

Genetic modification (GM) science has received considerable pushback from consumers despite the research finding GM products are safe for consumption. This may be partly due to the disconnect between consumers and farms since most consumers are disconnected from the farm by at least three generations. The largest consumer population is composed of millennials, which is the generation furthest removed from the farm which may mean they need to be educated differently about GM science than other generations. The purpose of this research was to determine if there were generational differences regarding the perceived attributes of GM science to inform the development of extension programs designed to educate consumers about GM science. A survey was used to collect consumers’ perceptions of GM science. The respondents were grouped into generational classifications and perceptions between groups were compared. The findings revealed generations do perceived GM science differently and extension programs should be designed for specific generational audiences.

Predicting Undergraduate Leadership Student Goal Orientation Using Personality Traits.

Finding strategies to increase the motivation of students, their connection with the material, and retention of the content, has been very important within leadership education. Previous research studies have shown that personality traits can predict desired outcomes, including goal orientation or motivational disposition. However, there have not been any studies which have specifically analyzed how personality predicts goal orientation in undergraduate leadership students. The results of this study found that between 15% and 28% of the variance in goal orientation dispositions was predicted by personality factors, confirming the predictive nature of the relationship. Based on the observed results leadership educators are recommended to include personality and goal orientation discussions into their leadership curriculum and to create a learning environment that accommodates all learners.

Marketing Power Berries: An Importance-Performance Analysis of Blueberry

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 recommendations for future blueberry marketing and research. All examined attributes were at least slightly important to the blueberry purchasers. Among the 18 attributes, price, pesticide free, and all natural should be what producers and marketers concentrate on to create a more desirable blueberry profile. Recommendations include highlighting local blueberries when they are in season and lower priced, being transparent about pesticide use in blueberry production, and educating consumers about pesticide safety. Working with the regulatory agencies to determine if the all-natural definition used to label some meat products is appropriate for fruits and vegetables was also recommended.