Is Perception Reality? Improving Agricultural Messages by Discovering How Consumers Perceive Messages

This study assessed how consumers interpret agricultural messages typically found on commodity organizations’ websites in Florida. Four focus groups were held in the fall of 2010. Results indicate that the participants found most of the messages to be unfavorable, rather than favorable. Additionally, the conclusions made by the participants were explained as being influenced by previous experience, corporate influence, history, the creation of mental images, lack of supporting information, and media influence. Participants provided researchers with suggestions to improve the messages and create a more favorable response from consumers. Further research should be done in this area to continue to improve the effectiveness of agricultural messages. In addition, this research should be replicated in other geographic locations. The implications of this study provide valuable information for agricultural communicators, commodity organizations, industry professionals, and those wanting to tell the story of agriculture

A Picture is Worth a Thousand Words: Consumer Perceptions of Agricultural Images

Individuals interpret agricultural images differently according to the direct or cultural meanings they associate with the image, as well as the perspective through which they view the image. In addition, perceptions of agricultural images are commonly influenced by stereotypes. As agricultural communicators, it is important to understand the perceptions consumers have about agricultural images. Understanding these perceptions can allow communicators to use images in their communication that will promote favorable perceptions of the industry. To better understand consumers’ perceptions of agricultural images, this study asked consumers about their perceptions using focus group methodology. Four focus groups were completed with a total of 36 participants. The results indicated that elements of semiotics and perception theory were evident in the participants’ discussion. Thus, these theories combined with the results provide valuable information in regard to selecting images for communication that will create favorable responses among consumers

Preferred Information Channels and Source Trustworthiness: Assessing Communication Methods Used in Florida\u27s Battle Against Citrus Greening

The purpose of this study was to examine the perceived source credibility, as viewed by Florida citrus growers, of state and national agricultural organizations associated with containing the plant disease called citrus greening. This study sought to determine the types of information that agricultural opinion leaders received from these agriculture organizations. In late 2007, three focus groups were conducted at county Cooperative Extension Service offices in three major areas of citrus production. The number of participants ranged from four to six for a total of 15. Growers were asked about their awareness and understanding of citrus greening; management practices; cooperation with fellow producers and institutions that played a role in citrus greening management; preferred avenues of communication; and information dissemination methods. Qualitative analysis was conducted to identify key themes and patterns within each topic category. Focus group results indicated that Florida citrus growers preferred to receive information about citrus greening primarily through face-to-face meetings and field days. They also preferred to receive their information from other growers in order to find out how their fellow farmers handled citrus greening. Focus group participants struggled with trusting regulators and university researchers, based on the growers’ previous experiences during the unsuccessful citrus canker eradication program and growers’ perceptions of the practicality of the research. Finally, growers were critical of the lack of available information about citrus greening from regulators and university researchers