Navigating Transparent Pork Production: Analyzing Visual Attention of The Maschhoffs Website

When it comes to food, consumers are increasingly concerned with the welfare of the livestock used to produce it. To display transparency and build trust with patrons, businesses such as The Maschhoffs, a pork production company, have created online tools to answer questions about production processes. This study implemented eye tracking and survey methodologies to attain insight regarding the visual attention of website visitors. While results revealed no discernable pattern of navigation among respondents, the findings illustrated a sector of the pork industry consumers expressed interest in was the breed-to-wean section of the farm. Researchers encourage agricultural communicators to develop messaging surrounding this specific process to continue building trust with consumer audiences as well as make recommendations for utilizing eye tracking to assess visual attention to websites

Persuasive Effects of Metaphors Regarding Gene-Editing in Agriculture

Gene-editing provides an opportunity to address the significant challenges of population growth and climate change that impact food production. Given the important role of gene-editing in our food system, exploring opportunities to persuade public acceptance of the technology is needed. The purpose of this study was to investigate persuasive effects of metaphorical concepts regarding gene-editing in agriculture. The Elaboration Likelihood Model was used as the conceptual framework. Metaphors stand to influence public acceptance because metaphors encourage issue-relevant thinking and enhance persuasion. A quantitative, randomized, between-subjects, experimental research design was delivered via an online survey to a nationally representative sample of U.S. residents. The manipulation was four mock news articles differentiated by metaphorical concept for gene-editing in agriculture (creation versus text editor versus tool versus control). Even when controlling for confounding variables, the results indicated no significant differences between the treatments on issue-relevant thinking or willingness to share the article on social media. Future research should explore the impact of metaphorical concepts on attitude and other behavioral outcomes associated with elaboration

Print Grades Prime: A quantitative analysis of producer communication preferences of U.S. beef breed association magazines through the lenses of uses, gratifications, and gatekeeping

The United States beef industry is a major stakeholder in national and international agriculture and is driven by technological innovations and beef producers in all 50 states. Beef cattle breed associations are essential to the success of the industry as they not only maintain breed pedigrees but also disseminate vital information to their members. The magazines of beef cattle breed associations are a primary source of communication for U.S. beef producers. Goals for this study were to determine what information beef producers use from their beef breed association magazines, what information they want to see more of in beef breed association magazines, and if producers prefer the magazines in a print or digital format. Uses and gratifications theory, which focuses on the reasons why individuals choose to use a specific communication medium; the effect the medium has on the individual; and the gratifications received through its use, guided this study, along with gatekeeping theory. We used a descriptive quantitative survey research design to disseminate a survey instrument to members of six U.S. beef breed associations. Results revealed a large percentage of survey respondents prefer their beef breed association magazines in a print format. Additionally, results indicate that respondents use association magazines for a variety of information, and they want to see more information related to breed improvement strategies, genetic selection, and technological advancements. Results revealed insightful uses of magazine topics related to breed associations and can be used as a resource to help guide the editorial content of the magazines. We recommend beef cattle breed associations continue to provide magazine content in both print and digital formats and include editorial topics curated to the needs of the beef producers using their magazines

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For piano.; "Dedicated to her sister Winifred"; Also available online http://nla.gov.au/nla.mus-an7350818; MUS: N, MUS/249

Evaluating IPMN and pancreatic carcinoma utilizing quantitative histopathology

Intraductal papillary mucinous neoplasms (IPMN) are pancreatic lesions with uncertain biologic behavior. This study sought objective, accurate prediction tools, through the use of quantitative histopathological signatures of nuclear images, for classifying lesions as chronic pancreatitis (CP), IPMN, or pancreatic carcinoma (PC). Forty-four pancreatic resection patients were retrospectively identified for this study (12 CP; 16 IPMN; 16 PC). Regularized multinomial regression quantitatively classified each specimen as CP, IPMN, or PC in an automated, blinded fashion. Classification certainty was determined by subtracting the smallest classification probability from the largest probability (of the three groups). The certainty function varied from 1.0 (perfectly classified) to 0.0 (random). From each lesion, 180 +/- 22 nuclei were imaged. Overall classification accuracy was 89.6% with six unique nuclear features. No CP cases were misclassified, 1/16 IPMN cases were misclassified, and 4/16 PC cases were misclassified. Certainty function was 0.75 +/- 0.16 for correctly classified lesions and 0.47 +/- 0.10 for incorrectly classified lesions (P = 0.0005). Uncertainty was identified in four of the five misclassified lesions. Quantitative histopathology provides a robust, novel method to distinguish among CP, IPMN, and PC with a quantitative measure of uncertainty. This may be useful when there is uncertainty in diagnosis.National Cancer Institute (Arizona Cancer Center) [CA023074]; National Institutes of Health, Bethesda, MD [T35HL007479]; National Science Foundation, Arlington, VA [NSF DMS-1309507, NSF DMS-1418172]; Graduate Medical Education Office at the University of Arizona; Jim Click Family Foundation, Tucson, AZ; J. Russell Skelton Family, Phoenix, AZOpen Access Journal.This item from the UA Faculty Publications collection is made available by the University of Arizona with support from the University of Arizona Libraries. If you have questions, please contact us at [email protected]